From nude lips to niche fragrances: Selfridges uncovers trends behind Birmingham's beauty boom

According to Selfridges, which this week unveiled the largest Beauty Hall outside London, Birmingham is fast becoming one of the UK's most influential beauty hubs.

From skin-health essentials and expressive fragrance trends to advanced hair treatments and long-wear makeup, the region in the Midlands isn’t just keeping up - it’s setting the pace.

Makeup

The retailer reports that makeup remains Birmingham’s biggest beauty obsession, making up 45% of all beauty sales.

As part of this, the top five bestselling products are all about locking in the look, with brands like Charlotte Tilbury, Huda Beauty, NARS and MAC Cosmetics dominating the shelves.

In fact, setting sprays account for more than 5% of all makeup sales in Birmingham, compared with around 3.8% in Manchester and London. Meanwhile, foundation is the city’s leading makeup category, representing 20% of sales, and powders also outperform, taking 7% of the business.

When it comes to lips, the natural look is trending, with nude shades and nourishing lip oils proving most popular among Birmingham shoppers. Charlotte Tilbury’s nude shade Pillow Talk remains the top seller, with 65,000 units sold this year. It accounts for 13% of the city’s lipstick sales - more than double its share in London, where it sits at around 6%.

Fragrance

Selfridges noted that fragrance sales are up 4% year-on-year, now making up 36% of total sales. But it’s not classic scents that are winning hearts - it’s niche luxury. The retailer said Birmingham shoppers are seeking out exclusive and experiential scents, with cult favourites like Maison Crivelli's Hibiscus Mahajád Extrait, Creed's Aventus, and Maison Francis Kurkdjian’s Baccarat Rouge 540 topping the list.

It added that the demand for niche fragrance brands is driven by Birmingham’s typically younger, more prestige-loving customer. Compared to London, brands such as Kayali, Initio, Fragrance du Bois and Versace are performing well.

Haircare

Haircare in Birmingham has moved well beyond the basics, with a strong focus on scalp health, finish and volume. Scalp detoxing and strengthening treatments continue to gain traction, with brands such as Champo and Ouai performing strongly in the hair oil and detox categories. Products like Color Wow’s Bombshell Volumizer and Champo’s Volumising Conditioner are also among the popular choices.

Across the city, Styling and Treatments make up the largest share of haircare sales, accounting for 56% of the category. Bestselling styling products include oils from Aveda and Gisou, as well as Colour Wow’s Dream Coat Spray.

Treatment sales have grown by 3% year-on-year, now representing 28% of the category. Champo’s Pitta Growth Serum plays a significant role in this growth, accounting for nearly 30% of Birmingham’s total treatment sales. Scalp scrubs and hair serums also remain important within the Treatment segment, making up about 15% of the category.

Korean beauty

This year saw the introduction of Korean skincare brands across the retailer’s stores, and Birmingham shoppers have responded strongly to the growing focus on skin health. Cult favourites such as Beauty of Joseon, Medicube, Biodance and Laneige are performing well, indicating rising interest in gentle, science-led skincare routines.

With several universities in the city, TikTok-driven trends are also shaping demand among younger consumers, who are increasingly investing in skincare and seeking out the brands and routines they see online.

These insights come as Selfridges unveils a major expansion of its Birmingham beauty hall, now spanning 30,000 sq ft and housing more than 160 beauty brands - 30 of which are exclusive to the city - along with 210 services ranging from on-counter colour consultations to expert-led treatments.

Sam Watson, Store Director at Selfridges Birmingham, said: "For more than twenty years, Selfridges has been at the very heart of Birmingham’s beauty community. This renovation broadens our beauty offer with even more exciting and exclusive brands, innovative experiences and the very best team, here to offer inspiration, solutions and expertise."