Covent Garden's annual beauty festival to return with more than 80 brands involved

Covent Garden will bring back its annual beauty festival from 4 to 13 September 2026, introducing a new Beyond Beauty identity alongside a neighbourhood-wide programme spanning retail, services and live experiences.

 The 10-day festival will feature more than 80 beauty and wellness brands across the Piazza, Seven Dials and Covent Garden's surrounding streets, with participation from global flagships and independent boutiques alike.

Chanel, Charlotte Tilbury, Dolce&Gabbana, Elemis, Glossier, Guerlain, Jo Malone London, Miller Harris, NARS, Penhaligon's, Space NK and Tom Ford are among the brands confirmed to take part.

Pop-ups, product launches, exclusive offers and expert-led masterclasses will cover skincare, fragrance, make-up and wellness. While the full programme has yet to be announced, themes will include seasonal beauty essentials, future favourites, wellbeing through exercise and fragrance fundamentals.

Space NK will serve as Beyond Beauty's experiential partner for the first time, transforming the Covent Garden Piazza into an immersive beauty destination.

The partnership builds on the retailer's longstanding connection with the area. Space NK opened its first store in Covent Garden in 1991, while its UK flagship is now located on Neal Street.

For Covent Garden, the festival plays a broader role in encouraging visitors to explore the neighbourhood's beauty offering alongside its retail and hospitality destinations.

“Beauty is one of the defining categories at Covent Garden, and Beyond Beauty reflects the strength of that offer,” said Catherine Riccomini, Director of Marketing and Communications at Shaftesbury Capital.

“Bringing together over 80 brands across the neighbourhood allows us to showcase the depth of our retail mix while driving footfall, dwell time and cross-category spend across the whole estate during a key trading period.”

The event follows Big Beauty, which launched in September 2025 and combined in-store activations with installations and services across the destination.

Last year's programme featured the Elemis Skin Spa Airstream, a Creed fragrance cart, a Liberty Beauty Advent Calendar pop-up and a planted Fragrance Garden beneath the Market Building arches. Participating stores also offered make-up appointments, fragrance consultations, personalisation services and fitness sessions.

The 2026 rebrand expands on that format, shifting the focus beyond products to celebrate the people, ideas, experiences and innovations shaping the beauty industry.

Its return also follows continued investment in Covent Garden's beauty retail offering.

Kiehl's has opened an expanded store on Monmouth Street, while Parfums de Marly has enlarged its James Street boutique. MATIERE PREMIERE has opened its first UK store on King Street, and INITIO Parfums Privés recently launched its first standalone boutique in the Market Building.