Burberry launches first 'beauty boutique' at Selfridges

Burberry has opened a new 'beauty boutique' at Selfridges London, allowing UK consumers to shop the brand's full range in-person for the first time.

Located in the department store's newly renovated beauty hall, the Burberry Beauty concession showcases the brand's full makeup and fragrance line.

The space also features a mirrored beauty counter for customers to trial products, including its Ultimate Glow Foundation, Effortless Kohl Eyeliner and Burberry Kisses Matte Lipstick, amongst other items.

Meanwhile, customers can discover Burberry Beauty's fragrance collection through various displays and scent exploration experiences.

Camilla Morra, Product Manager at Burberry Beauty, said: "I’m incredibly happy to introduce our very first boutique in Europe, and beyond proud to have worked on such an exciting, challenging, rewarding project."

Burberry decided to take its beauty business in-house from 2013, after previously being operated by Interparfums.

However, the license changed hands again in 2017 as Coty acquired the exclusive long-term global licence rights for Burberry Beauty’s luxury fragrances, cosmetics and skincare.

Under this agreement, Coty now develops, manufactures and distributes the full range of Burberry Beauty products globally.

The launch of Burberry Beauty at Selfridges comes as the department store continues to elevate its beauty offer.

Earlier this year, Selfridges added a new area dedicated to haircare and hair accessories to its beauty department in London.

The 3500 sq ft space increased the scope of the retailer's previous offer by 180%, creating an improved place for customers to discover its selection of brands and products.