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The Interview: Co-founder Noella Gabriel on the opening of Elemis' first-ever UK store

Sophie Smith
27 June 2024

British skincare brand Elemis has opened its first-ever standalone UK store in London's Covent Garden, an exciting milestone for the brand as it continues to grow.

Located at 23 Monmouth Street, the new store promises to fully immerse customers in the world of skin wellness through interactive in-store features, from a product play table and sensorial scent experience to exclusive facial treatments, new product launches, and more.

In this interview with, Noella Gabriel, Co-founder and Global President of Elemis, speaks all about the new store, its design and experiences, the appeal of physical retail, why it's located in Covent Garden, and whether there's plans for additional UK stores.

Why has Elemis opened a standalone UK store?

The store opening follows a number of successful brick-and-mortar retail partnerships here in the UK over the past 12 months and something that has been on our vision board for a number of years.

What is the appeal of physical retail to Elemis? 

Our first standalone store in the UK will enable us to have ownership of our experience. It will allow even more of our Elemis community to experience our holistic approach to skin wellness and innovation.

Why did you choose Covent Garden as the location?

As a British brand rooted in London, the iconic streets of Covent Garden, now the beauty hub of the capital, felt like the perfect home for our first standalone store. We want to make our new store the destination for beauty and skin aficionados, allowing Londoners and visitors alike to experience the best of British skincare.

How have you found the experience, from concept to creation?

It’s been a real career highlight, from pitch to our ribbon-cutting ceremony with the UK team this week, we couldn’t have done it without all of our incredible teams, suppliers and partners.

Can you tell me about the store design? What are the highlight features and why were they selected?

Our new store has been designed to bring feel-good, sensorial skincare to life. Circular digital halo screens sitting above the product play table will bring the outside in by reflecting the British weather outside.

A sensorial scent experience will allow customers to immerse themselves in the captivating Original, Rose and Green Fig aromatics of Elemis' bestselling Pro-Collagen Cleansing Balm. Plus, an LED kinetic wall surrounding the treatment area at the rear of the store will feature a bespoke organic pattern evoking the vibrational frequency of plants.

What products and experiences can customers expect?

In honour of our spa heritage, we have developed a capsule of new treatments that will be available exclusively in the store’s new Skin Studio and offer a 360-degree skin and wellness experience, masterfully combining high tech with high touch. Each treatment will take place on a zero-gravity treatment bed, featuring transformative sound and vibration therapy to help reset the skin, body and breath.

The treatments start with a comprehensive skin consultation using VISIA skin analysis, a medical-grade evaluation that uses multi-spectral imaging to reveal damage and signs of ageing on and beneath the surface of the skin. These are further enhanced with LED light therapy to invigorate the skin and negative ion technology to increase mental energy and alertness.

How will Elemis attempt to offer a competitive retail experience against the other beauty brands in the area?

Our new store will enable us to bring further value to our community through an enriching brand experience in store via an eventing programme with brand partners and influencers alike. It will also be the home of exclusives and first-look product launches. Covent Garden has a real community feel about it, so we will embrace partnerships and collaboration with fellow local retailers and brands.

How do you feel about the opening?

My fellow Co-founders Sean Harrington and Oriele Frank, alongside our UK General Manager Susan Harvey, couldn’t be more proud to open our first Elemis store in the home market. Less than a year in the making, it’s a truly pivotal moment for Elemis.

Are there any plans for additional UK stores?

Our immediate focus is on making this a destination for beauty and skin aficionados, providing Londoners and visitors alike with the best of British skincare. We tend to move quickly, which is a testament to the entrepreneurial spirit that runs through the Elemis brand, so watch this space!

Image Credit: Michaela Tornartis

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