Selfridges has reopened the Beauty Hall at its London flagship store after a multi-million-pound renovation. The luxury department store’s revamped beauty hall, which has taken 12 months to complete, now features 300 brands and over 200 beauty services. These services include on-counter consultations, clinical residencies with leading experts, engraving, and personalisation of purchases.
The space has undergone a major interior design overhaul, with each brand creating new sustainably-made counters that include space for large-format digital totems. State-of-the-art LED lighting systems have been installed to ensure optimal shade matching and colour consultations. Additionally, over 1,000 beauty experts will be working on the shop floor.
David Legrand, Selfridges’ lifestyle director, said: “Our new architecture is game-changing, prioritising sight lines for clear views, better navigation, and enhanced accessibility. Embracing our ethos of sustainability at Selfridges, 74 brands now offer more than 2,500 refill options, with a commitment for all brands to incorporate refills by 2025. This unique and vibrant destination has come to life thanks to the determination and passion of our dedicated team of experts, all united in our vision to create the beauty destination of the future.”
At a glance:
- Over 300 beauty brands with 50 exclusive to Selfridges
- Over 200 Beauty services
- Over 1000 Beauty experts
- Over 150 Beauty pop ups per year
- Over 2500 refill options from 74 brands, with a pledge for all beauty brands to incorporate refill into their counters by 2025
- The new Beauty Spot is the Beauty Hall’s permanent destination for creative and experimental beauty retail concepts – launching with a special residency from REFY
- A bespoke lighting system has been created for optimal shade matching and colour consultations
- Wednesday morning ‘quiet shopping’ for customers seeking a calmer, quieter shopping experience
- A programme of beauty events will be held each weekend throughout June in London, Birmingham and Manchester Beauty Halls to celebrate each city’s unique culture as part of Big City Beauty
Game Changing Beauty Experiences
Within the main hall, sight lines have been prioritised to allow clear views and better navigation and accessibility, with thirty-five 15ft tall decorative columns clearly defining the space.
A new state-of-the-art LED lighting scheme ensures that both product and skin tones are perfectly lit and the architecture of the Beauty Hall at the beating heart of the London store is complemented. Here, each of 37 brands has created a new counter, sustainably made, with dedicated space for large format digital content concepts. New counters include Charlotte Tilbury, Pat McGrath Labs, Hourglass, Dior, Tom Ford, MFK, Prada, Loewe, Jo Malone and Aesop joining exclusive flagships for brands Victoria Beckham Beauty, Rabanne Beauty, Valentino, Dries Van Noten and Burberry.
At the Beauty Concierge, customers can book in for beauty appointments, masterclasses and expert advice across every brand. A playful menu of 10 Beauty services includes a Beauty Bag Makeover and a Selfridges Beauty Tour.
A team of dedicated artist-experts – who between them speak over 20 languages – can offer objective advice, passion for product and insider knowledge across Selfridges’ 300 plus beauty brands, with a focus on colour.
As part of the renovation, Selfridges has launched The Beauty Spot, a new permanent destination for the world’s best cerative and experimental beauty retail concepts. A series of exclusive brand residencies has begun with REFY.
The brand will also host exclusive events during its four-month residency, as well as selling limited edition merchandise and products.
“We are so proud to be working with the phenomenon that is REFY…on a first-of-its-kind residency at Selfridges,” said Selfridges head of beauty Melissa McGinnis.
“We continue to be impressed by REFY’s depth of engagement with its community and evolving product innovation and excellence.”
