Selfridges to unleash make-up heaven with renovated Beauty Hall
Selfridges has confirmed the completion of a 12-month Beauty Hall renovation at its flagship store in London. The store makeover enhances and futureproofs its interior, which reflects the iconicity of the store’s 1909 Beaux Arts façade.
Selfridges was the very first department store to house beauty on the ground floor. This formula has since been a successful blueprint that is now replicated across the world. Now, Selfridges has revamped its Beauty Hall in keeping the Founder's "everyone is welcome" manifesto - products are available from a best-selling £6 lipstick to a rare £2,500 fragrance.
Newness at the Selfridges Beauty Hall
Fast forward 115 years, the Selfridges Beauty Hall is home to the beauty zeitgeist. Newness in the main Beauty Hall includes skin diagnostics and decoding from Estée Lauder, La Mer Treatment Pods, an Armani Glow Bar and mini masterclasses at Charlotte Tilbury.
Going above and beyond, Selfridges is offering new personalisation and gift services – from bespoke fragrance blending to product customisation through engraving, embossing and UV printing.
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 37 brands have created a new sustainably-made counter, with a dedicated space for large-format digital content concepts.
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.
The Future is Refill
Central to the ethos of Beauty at Selfridges is refilling, with thousands of ways for customers to refill their beauty routines. As part of its long-term RESELFRIDGES initiative, and target for 45% of transactions to come from circular services and products by 2030, Selfridges will aim for all brands to incorporate refill into their counters by 2025. Currently, 74 brands offer over 2,500 refill options.
Big City Beauty
The completion of a Beauty Hall makeover will be spotlighted throughout June with 'Big City Beauty,' a high-octane campaign that celebrates the London, Manchester and Birmingham beauty communities. The campaign shoot, by acclaimed photographer and filmmaker Sam Youkilis, is made up of vignettes which joyfully combine big city life and everyday beauty rituals.
Melissa McGinnis, Selfridges Head of Beauty, said: "Selfridges is the beauty destination for everyone.
"Through a renovation, which prioritises customer experience and platforming the world’s most exciting brands, we are ready to welcome the next 100 years of beauty innovation, and the communities that will make it happen."
