So.Shell grows London footprint with new Covent Garden salon

Luxury nail and brow bar So.Shell is opening a new salon in Covent Garden, marking another milestone in the brand's continued expansion.

Opening in mid-November, the new 1,600 sq ft salon marks a significant step in the brand's growth strategy, expanding its presence to six "prominent" locations across London.

As part of this, the branch will feature twelve manicure stations and five pedicure chairs - designed to accommodate simultaneous services. There will also be two dedicated stations for brows and lashes.

The expansion follows the recent opening of two additional London locations, including a salon in Wimbledon - So.Shell’s second-largest site after its Chelsea flagship - and another in Westfield London.

Its other locations include Battersea Power Station (opened March 2024) and its first salon in Carnaby (opened December 2022).

Yana Galiyeva & Maria Sharova, owners of So.Shell, said: "We are incredibly proud of the journey So.Shell has been on. To have grown from one to six successful salons in such a short time is a testament to our team's hard work and our unique business concept.

"Each new location, including our newest opening in Covent Garden, has been carefully chosen to bring our premium service to key destinations across London. We are excited for this next chapter and look forward to welcoming clients to our sixth salon very soon."

Founded in 2022, So.Shell set out to redefine the beauty experience by offering high-quality, efficient services rooted in Ukrainian techniques.

The brand has become known for its signature 90-minute service, delivering simultaneous manicure, pedicure, and brow treatments, reflecting its focus on both time efficiency and service quality.