Copies of fashion magazine ELLE sold out across newsstands within minutes on Thursday, August 20, after the publication offered a high end Charlotte Tilbury liquid blush worth more than 44 euros for just 10.99 euros.
Shoppers queued outside newsagents from early morning, with many retail outlets exhausting their entire inventory shortly after opening. Readers had attempted to reserve copies of the magazine weeks before the launch date, though several stores declined pre-orders due to limited stock allocations.
Following the rapid sellout at retail locations, copies of the magazine edition quickly appeared on online resale platforms at inflated prices. For shoppers unable to secure an issue, cosmetics creators on social media platform TikTok have highlighted a budget alternative priced at less than 2 euros.
High Demand for Luxury Beauty Wand
The widespread demand was driven by the inclusion of Charlotte Tilbury's Beauty Light Wand, one of the luxury beauty brand's most popular items. Readers could select from three different shades packaged with the issue, which retailed for 10.99 euros compared to the product's regular retail price of 44 euros at Sephora.
Charlotte Tilbury is a British cosmetics and skincare company founded by makeup artist Charlotte Tilbury, known for premium beauty products. ELLE is an international fashion and lifestyle magazine that frequently features luxury beauty gifts alongside its print publications.
Among the available options, the Pinkgasm shade sparked particular interest among buyers. Charlotte Tilbury describes the product as a pearlescent pink liquid blush designed to deliver a rosy, glowing effect across the cheekbones.
The liquid blush features a radiant, pearl finish designed to feel light on the skin. Its formula incorporates Glow Gel technology alongside light-reflecting pigments, silica, and lindera extract. It utilizes a signature sponge applicator, named the Magic Cushion, to dot liquid onto the cheeks before blending.
In cosmetic products, silica is commonly used to smooth skin texture, while plant extracts such as lindera root are added for skin conditioning benefits. Sephora, a multinational beauty retailer, currently lists the Beauty Light Wand in Pinkgasm for 44 euros on its Spanish website.
Budget Alternative Sparks TikTok Trend
Following the magazine shortage, beauty enthusiasts turned to social media for alternatives. On TikTok, content creators identified the Blusher Wand Liquid Blush in the shade Tempt Me, manufactured by British budget cosmetics brand Technic, as a close substitute for Pinkgasm.
Creators who tested both cosmetics on their skin reported that the two blushes produce a matching pink shade and luminous finish. Reviewers noted one key difference: the Technic version contains less color pigment, requiring users to apply additional product or a second layer to match the intensity of the original.
The two products also differ in container design. Technic houses its blush in a clear cylindrical tube with a soft applicator similar to a lip gloss, whereas Charlotte Tilbury uses a squeezable tube topped with its Magic Cushion sponge tip. Both formats allow users to apply product directly onto the cheeks prior to blending.
The Technic Blusher Wand is available at Spanish cosmetics retail chain Primor for 1.99 euros, providing a budget alternative for consumers seeking a luminous pink blush effect.
