Facetheory opens first-ever store following big re-brand

Science-first skincare brand Facetheory has selected London's Regent Street as the location for its first-ever store.

Situated in the Quadrant Arcade, the new flagship champions skincare education, promising customers "a beauty shopping experience like no other" with its 'lab-meets-store' concept.

As part of this, the store allows customers to experience the science behind the skincare brand in a space designed to encourage them to "stay and play" rather than "grab and go".

The opening comes as Facetheory celebrates its 10th anniversary, having also recently launched a new website, product packaging and collection categories to offer customers a "more intuitive and results-driven routine building experience".

Inspired by the Bauhaus art and architecture movement, the brand's updated brand identity attempts to mirror the philosophy of "form follows function", meaning that it is committed to simplicity, efficiency and minimalism in skincare.

The website has debuted with more impactful product descriptions and pairing recommendations, clearer texture shots, and real-life customers as models throughout, while new packaging has been completely re-imagined based on feedback.

Cleansers and moisturisers have been moved to fully recyclable aluminium tubes, complete with an "industry-first" fully recyclable metal cap. Meanwhile, for other products, the brand's existing recyclable amber glass bottles and jars remain.

It has also introduced four ranges - Glow, Firm, Clear and Hydrate - allowing current and future products to be categorised based on common skin goals, with product naming simplified and extended product benefits clearly labelled.

@regentstreetw1 Run, don’t walk 🏃‍♀️ 📍Quadrant Arcade, Regent St. @Facetheory #RegentStreet #Facetheory #Skincare #London ♬ original sound - Regent Street

Reflecting its re-brand, the new flagship showcases Facetheory's re-imagined range of skincare and bodycare, including its bestselling Glow-C Cream Cleanser and Moisturiser.

In terms of design, the space boasts a custom painting technique by artist Laura Ann Morris in the brand's new signature Deep Green colour story, as well as an art installation from Ollie Clifford using Facetheory's surplus amber glass jars.

Customers will also find recycled steel and aluminium fixtures, alongside recycling and refill stations to support local shoppers.

Marc Gallagher, CMO of Facetheory, said: "The new store is the embodiment of sustainability and science. We challenged ourselves to only use fully recyclable materials and source vintage furniture to keep our carbon footprint down, while showcasing a design ethos of simplicity and efficacy."

Launched in 2014 by Jamie Shuker, Facetheory champions a "less is more" approach to skincare, from its small-batch production to its streamlined yet efficacious ingredient lists.