Code8 Beauty opens new flagship featuring bespoke lipstick experience

British beauty brand Code8 Beauty has opened a new Covent Garden flagship store, marking a significant step in its retail expansion.

Located at 29 Monmouth Street in Seven Dials, the 800 sq ft boutique has been designed as a contemporary beauty space focused on personalised service and “intelligent beauty”.

The store showcases Code8’s curated range of high-performance makeup and introduces the brand’s signature Bespoke Lipstick Experience, a personalised appointment service where customers can create a custom lipstick shade tailored to their preferences.

It also offers makeup services, one-to-one consultations, masterclasses and a new engraving service for lipstick cases and makeup tools.

The concept, conceived and creatively co-directed by founder Sophia Chikovani, reflects the brand’s wider philosophy of simplicity in beauty.

The interior features a warm, understated design language, combining dark wood, travertine stone, brushed brass accents, and soft architectural lighting to create an intimate retail environment.

Rather than focusing on extensive product displays, the boutique adopts Code8’s “less is more” approach, presenting a smaller, curated selection of products in a calm and deliberate setting.

“At Code8, everything has always been about simplifying beauty and making it feel more intuitive and relevant to real life. I wanted the store to reflect exactly the same philosophy as the products themselves, intelligent simplicity, warmth and ease," said Chikovani.

"Covent Garden felt like a very natural home for our flagship: a destination where beauty, fashion and culture intersect so naturally, and where customers are looking for discovery, experience and quality."

Founded in London in 2019 by entrepreneur Sophia Chikovani, Code8 was established in response to increasingly complex beauty routines and trend-driven consumption.

The brand’s “Beauty Cheat Codes” concept focuses on a streamlined range of multitasking products designed to simplify everyday makeup routines.

Rather than following trends or promoting idealised standards, Code8 positions itself around versatile, practical formulas designed for ease of use in real life.