Selfridges unveils UK's biggest beauty hall outside London

Selfridges has completed a major expansion of its beauty hall in Birmingham, now spanning 30,000 sq ft - making it the largest dedicated beauty space outside of London in the UK.

The new renovation increases the department store's beauty footprint by 20% and is being rolled out in two key phases.

As part of this, the space features more than 160 brands, including 30 exclusive to the Birmingham location. New additions include premium and emerging names such as Victoria Beckham Beauty, Pat McGrath, and Charlotte Tilbury.

The expansion introduces 37 new brand counters, including the first-ever UK counter from Sol de Janeiro. Other new counter concepts include Lisa Eldridge, Hourglass Cosmetics, Fenty Beauty, Benefit Cosmetics, Morphe, and Kylie Cosmetics.

It also brings the number of expert staff to over 300 and introduces more than 210 in-store beauty treatments - ranging from on-counter consultations to advanced specialist services.

Another key highlight of the renovation is the Beauty Workshop - a space dedicated to niche, founder-led, and innovative skincare, bodycare and haircare brands. It will feature a dynamic rotation of pop-ups, activations, and new product launches.

In November, the final phase of the redevelopment will unveil a flagship fragrance destination, featuring over 65 fragrance brands. Exclusive to Birmingham, the space will showcase names such as Loewe, Le Labo, Maison Francis Kurkdjian, Maison Crivelli, Parfums de Marly, and Mind Games.

As part of Selfridges’ wider sustainability initiative, Reselfridges, the expanded beauty hall will also offer a circular beauty edit, featuring refillable and reusable products from over 60 brands - including Dior, Le Labo, MAC, Aesop, and Suqqu.

Looking ahead, further developments are planned for 2026, including a dedicated nail care space from Bio-Sculpture and exclusive beauty treatment offerings from Chanel and Dior.

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.

"By increasing the space dedicated to beauty in Birmingham, our customers now have even more reasons to spend time with us in store, with new products and services to discover every time they visit."

To celebrate the opening, Selfridges will host a series of masterclasses and interactive workshops from 3–5 October as part of its "Beauty Series" programme, giving customers the opportunity to engage directly with brands through educational sessions and hands-on tutorials in an intimate setting.