In Pictures: Selfridges reopens historic fragrance hall following renovation

Selfridges has completed the final phase of its London beauty hall transformation with the reopening of its historic fragrance hall.

Located within the department store's Oxford Street flagship, the beauty hall forms part of the store’s original 1909 layout.

Founder Harry Gordon Selfridge was among the first to position beauty products prominently on the ground floor - at a time when cosmetics and fragrance were typically confined to counters in Parisian department stores.

The move positioned beauty prominently within the store and influenced department store design internationally.

It expanded the beauty department and strategically relocated perfume counters from the back of the store to the front, making them easily accessible and helping to mask the smell of horse-drawn carriages on Oxford Street.

The latest renovation preserves key architectural elements, including Carrara marble floors and columns, decorative ceilings and the bronze Oxford Street entrance doors installed in 1928.

Four new countertops have been introduced, designed to complement the Beaux Arts façade. Finished in carbon-neutral Dekton with patinated brass edging, they align with the existing bronze detailing. Chandeliers originally designed by Christian Liaigre in 1999 have also been restored.

The redesigned Fragrance Hall is now home to 47 fragrance brands, spanning established names and niche labels. These include Mind Games, Solferino and Seoul-based Born to Stand Out, founded by Jun Lim. More than 30 fragrances are exclusive to the retailer, including selections from Nishane.

Heritage brands represented in the space include British perfume house Clive Christian and Omani fragrance brand Amouage, both known for premium positioning and the use of high-quality ingredients.

Meanwhile, dedicated areas for Dior and Chanel offer seated consultations and personalised gifting services, further enhancing the customer experience.

Melissa McGinnis, Director of Beauty Buying at Selfridges, said: "Our new Fragrance Hall is a place that brings people together through scent.

"Customers can discover the world’s most exciting fragrance brands in the original destination first conceived by our founder in 1909, with architecture that complements the sensory experience."

The reopening marks the conclusion of a two-year refurbishment of the London beauty hall. The wider transformation introduces updated retail concepts across fragrance, cosmetics and skincare, alongside an expanded service offering that includes consultations, engraving, personalisation and specialist residencies.