Debenhams asserts its authority in beauty with Soho Beauty Showroom

Digital department store Debenhams is asserting its authority in beauty with the opening of a Beauty Showroom in London's Soho.

Situated on Great Pulteney Street, just beneath the HQ of parent company Boohoo Group, the showroom opens to the public next week offering services such as make-up, skincare and haircare consultations, along with blowdries, brow shaping and manicures.

Treatment area

A rotating line-up of products from established hero brands, such as Mac, Yves Saint Laurent and Lancôme, will be available to sample and shop, along with cult brands including Allies of Skin, NuFace, Reeson, The Organic Pharmacy, Kaplan MD, Oskia and Iconic.

An extensive range of fragrances is also on offer from Narciso Rodriguez, Elie Saab, Thierry Mugler, Chloé, Shay & Blue and more.

Allies of Skin

Customers can book appointment at the space on the Debenhams website with manicures priced at £40, blowdrys from £35 and brow shapes at £15. Certain services such as make-up, skin and haircare consultations are free of charge but come with a minimum spend on product in the Showroom ranging from £30 to £60.

Beauty lovers can be matched with their perfect foundation, learn the art of a smokey eye, find the most flattering lipstick or build a bespoke make-up kit.

Stock and brands in the showroom will be rotated on a regular basis to enable shoppers to find something new upon each visit and shop for seasonal product.

While not a store (visitors must pre-book to attend), the showroom will soon be connected to the Debenhams website to enable visitors to shop the full range of product on its website with the support of a consultant. Screens around the showroom also display information and imagery about the brands on offer.

Digital information screens

The Beauty Showroom is the second bricks & mortar presence for Debenhams beauty since Boohoo Group acquired the former department store's website and brand, following its collapse during the pandemic.

When it was major high street presence, Debenhams was known for its expertise in beauty and had a vast beauty customer base. Boohoo Group has been keen to maintain this positioning and in December 2021 it opened a dedicated 7,552 sq ft retail store in Manchester dedicated to beauty.