In Pictures: Selfridges unveils "beauty destination of the future"
Last month, Selfridges announced that its 12-month Beauty Hall renovation was complete. Now, the retailer has unveiled the space's brand-spanking new facade.
Selfridges has revamped its Beauty Hall in keeping its founder's "everyone is welcome" manifesto - products are available from a best-selling £6 lipstick to a rare £2,500 fragrance.
Within the main hall, sight lines have been prioritised to allow clear views and better navigation. Meanwhile, the new LED lighting scheme ensures that both product and skin tones are perfectly within the Beauty Hall. Here, each of the 37 brands have created a new sustainably-made counter, with a dedicated space for large-format digital content concepts.
David Legrand, Lifestyle Director at Selfridges, said: “Our new architecture is game-changing, prioritising sight lines for clear views, better navigation and enhanced accessibility. Embracing our ethos of beauty at Selfridges, 74 brands now offer more than 2,500 refill options, with a commitment for all brands to incorporate refills by 2025.
“This unique and vibrant destination has come to life thanks to the determination and passion of our dedicated team of experts. All united in our vision to create the beauty destination of the future.”
New counters include Charlotte Tilbury, Pat McGrath Labs, Hourglass, Dior, Tom Ford, MFK, Prada, Loewe, Jo Malone and Aesop joining exclusive flagships for brands Victoria Beckham Beauty, Rabanne Beauty, Valentino, Dries Van Noten and Burberry.
At the Beauty Concierge, customers can book in for beauty appointments, masterclasses and expert advice across every brand. A playful menu of 10 Beauty services includes a Beauty Bag Makeover and a Selfridges Beauty Tour. A team of eight dedicated artist-experts – who between them speak over 20 languages – can offer objective advice, passion for product and insider knowledge across Selfridges’ 300 plus beauty brands.
Next door, The Beauty Spot is Selfridges' newest permanent destination for the world’s best creative and experimental beauty retail concepts. A series of exclusive brand residencies will begin with a four-month, first-of-its-kind partnership with REFY.
