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Selfridges welcomes REFY as first resident in 'The Beauty Spot'

Chloe Burney
29 May 2024

As part of its beauty hall revamp, Selfridges has partnered with REFY on an experimental new beauty retail concept - the beauty spot. Expect exclusive events and limited edition merch from the four-month brand residency.

Last week, Selfridges 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.

One of the Beauty Hall's updates is the introduction of The Beauty Spot - dedicated to the world's “most creative and experimental beauty concepts”. The partnership with REFY marks the beginning of a series of exclusive brand residencies. This initiative builds on the success of previous beauty projects at the Selfridges Corner Shop.

Selfridges Head of Beauty Melissa McGinnis, said: "We are so proud to be working with the phenomenon that is REFY and its founders Jess and Jenna on a first-of-its-kind residency at Selfridges. We continue to be impressed by REFY’s depth of engagement with its community and evolving product innovation and excellence.

"The brand epitomises everything our new experimental destination the Beauty Spot is about - beauty culture experienced through community and creativity."

To kick off the partnership, REFY has exclusively launched their latest “Summer Colours” featuring two limited edition collections of their bestselling Cream Blush, Lip Blush, and Lip Gloss in two new universal shades, Papaya and Guava.

Jess Hunt, Co-founder of REFY, said: "We’re so grateful to be the first brand in the Selfridges Beauty Spot, this is such a huge opportunity for us! One of our key brand values is community first, and The Beauty Spot has given us the chance to fully immerse our customer into the REFY World. We have an exciting summer full of brand-new product launches and the creative will be ever-changing as we move through the seasons. We’re redefining the retail experience and inviting our community to truly be a part of our REFY World."

Co-Founder Jenna Meek added: "We’re so excited to collaborate with Selfridges on this huge project and it’s only just the beginning! We’ve been working on the REFY World because we want our customers to step into the life of REFY and not just shop our products. The Beauty Spot at Selfridges is our first venture into this world, and we started with the kitchen because it’s the heart of the home. We want our customers to immerse themself in REFY, to sit and experience the brand, understand our products and be a part of the lifestyle."

The REFY Beauty Spot will be located at Selfridges London Beauty Hall from 24 May to the end of September.

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