Elemis to finally open first-ever London store

Elemis, the British beauty brand renowned for its Pro-Collegan Cleansing Balm, is set to open its first-ever stand-alone store in London's Covent Garden.

Set to open at 23 Monmouth Street, Elemis will join the Seven Dials community, after testing the waters at its successful 'Cleansing Lab' pop-up in Covent Garden’s Piazza last year.

The skincare brand, which has a legacy of over 30 years, will open an approximately 1,000sq ft unit. It will feature its range of skincare grounded in a foundation of aromatherapy and backed by science.

Susan Harvey, UK General Manager at Elemis, said: "We are hugely excited to announce that we will be opening our first Elemis London retail store in Covent Garden this spring. Since Elemis’ inception over 30 years ago, we have garnered global renown and established ourselves as forerunners in providing premium skincare, and the launch of our new standalone store in the iconic Seven Dials will allow us to continue to deliver this."

'Cleansing Lab' pop-up in London, July 2023

Opening this spring, the brand will join Seven Dials's burgeoning beauty, fragrance and wellness hub. This localised area of beauty retail includes noteworthy brands such as Aēsop, Byredo, DECIEM, Fresh, Kiehl’s, Miller Harris, Le Labo and Trudon. The wider Covent Garden portfolio includes Chanel, Charlotte Tilbury, Creed, Glossier, Guerlain, Jo Malone London, NARS, Penhaligon’s and Tom Ford.

Michelle McGrath, Executive Director at Shaftesbury Capital, commented: "Shaftesbury Capital is delighted to be welcoming iconic British wellness brand, Elemis, to Covent Garden’s Seven Dials neighbourhood this spring. Welcoming yet another London debut from a sector-leading brand is a testament to Shaftesbury Capital’s commitment to creating a thriving destination which hosts a unique blend of internationally renowned and independent brands, innovative concepts, and industry firsts."

This follows last week's news that Elemis launched its new UK-focused TikTok account. With both the TikTok account and the new London store, the brand aims to boost digital interactions with its community and drive brand awareness within the region through localised content and retail.