Selfridges Birmingham has unveiled its expanded beauty hall, now 30,000 sq ft and the largest of its kind in the UK outside London. The redevelopment, which increases the store’s beauty footprint by 20%, brings more than 160 brands, including 30 exclusive to Birmingham.
New additions include Charlotte Tilbury, Pat McGrath, Victoria Beckham Beauty, Lisa Eldridge, Hourglass, Fenty Beauty, Benefit, Morphe and Kylie Cosmetics. Sol de Janeiro has also opened its first-ever UK counter.
This week also sees the launch of the Beauty Workshop – a dedicated space for niche and founder-led brands such as Gisou, ColourWow, Tatcha and Korean favourites Erborian and Axis-Y. The Workshop will host a rotation of pop-ups and events, while opening weekend (3-5 October) offers a series of masterclasses through the Beauty Series.
The final phase, opening in November, will introduce a flagship fragrance destination with over 65 brands, including Loewe, Le Labo and Maison Francis Kurkdjian. Sustainability is also central, with refill and reuse options from more than 60 brands as part of Reselfridges.
More than 300 experts are now on hand to deliver over 200 services, from consultations to advanced treatments. Store Director Sam Watson said: “This renovation broadens our offer with exciting new brands, innovative experiences and the very best team. Customers now have even more reasons to spend time with us in store.”
Further additions are planned for 2026, including a dedicated Bio-Sculpture nail space and exclusive treatments from Chanel and Dior.
