Selfridges eyes sustainability with innovative Eye Bar pop up

Selfridges has enhanced its Project Earth Beauty offering with a new pop-up Eye Bar experience in celebration of Hourglass Cosmetics’ new sustainably-packaged Curator Eyeshadow collection.

The eyeshadow collection includes 40 highly-pigmented shades across four finishes and is available in refillable packaging which allows shoppers to customise their own palettes.

Selfridges’ new immersive pop-up experience introduces customers to a more “purposeful new way to shop eyeshadow,” by allowing them to curate their own one-pan, three-pan, or five-pan palettes.

Customers can also collaborate with makeup pros to design the "ultimate artistry palette," or draw inspiration from bespoke #CuratedBy palettes from influencers such as Georgia May Jagger and celebrity makeup artist James Molloy.

The Eye Bar also allows shoppers to book a complimentary express service with an Hourglass makeup pro to bring their custom eye look to life.

Palettes are also consciously crafted from tin and post-consumer recycled plastic, while each individual eyeshadow pan is made from recyclable aluminium.

Hourglass founder and chief executive officer Carisa Janes said: “I designed Curator with sustainability in mind.

“It’s a purposeful way to shop eyeshadow, allowing you to choose the exact shades you want, so you’re not ending up with a palette full of extra shades you’ll never use, while the chic refillable palettes help reduce waste over time.”

“Much like the sustainability of luxury fashion, Curator is about investing in your future—you buy a high-quality palette now, and then use it forever.

“Also, the palettes are made from tin and recycled plastic rather than standard virgin plastic. This change in materials is significant, because it translates to a waste reduction of up to five plastic bottles per five-pan palette.”

Selfridges head of beauty buying Melissa McGinnis added: “We are incredibly excited to launch the Hourglass Curator Eyeshadow Collection here at Selfridges. We can't wait to see our customers experience the personalization offering.”

“The range is reusable, vegan, and cruelty-free, making it the perfect addition to our Project Earth Beauty offering.”