Take the global mobile hit Genshin Impact joining hands with makeup mogul Charlotte Tilbury. “The cosmic connection I have with Genshin Impact’s much-loved in-game character, Mona Megistus, the Astrologist, was written in the stars!” Tilbury says. “I have found perfect harmony with Mona,” Tilbury says. The collab with Genshin is Charlotte Tilbury’s first gaming partnership. In the modern era, it’s pretty much a given that gamers also love make-up and skincare, and more brands are waking up to that reality.