Benefit launches game-inspired 'The Beneland' pop-up with Selfridges

Sophie Smith

09 September 2025

Benefit Cosmetics has launched a new pop-up in partnership with Selfridges, transforming its stores in Manchester, London and Birmingham into "the whimsical world of The Beneland".

Taking place throughout September, the activation invites customers to experience a month-long event featuring holiday gift sets, special beauty offers, and interactive shopping opportunities.

Shoppers can explore the Beneland concept, showcasing makeup essentials and bestsellers within a playful, game-inspired environment.

Inspired by classic games, The Beneland offers guests a experience centred around board game-themed beauty gift sets.

Highlights include stocking fillers like "Browminoes", collectible tin chess pieces such as "Queen’s Glam-Bit", and "Connect Pore", featuring the brand's POREfessional range.

The experience also showcases Benefit’s beauty advent calendar for 2025, the Glam Cube.

Where & When

1-14 September - Selfridges Manchester.
11-24 September - Selfridges London.
1-28 September - Selfridges Birmingham.

Sarah Harbon, General Manager at Benefit Cosmetics UK&I, said: "We’re thrilled to be partnering with Selfridges for the second year and bring to life Benefit’s exuberant storytelling, with unforgettable play-centric shopping experiences.

"Making customers feel good and having fun is part of our DNA, and blends Benefit’s bestsellers and limited-edition holiday gift sets with play-driven discovery experiences."