Selfridges has reopened the Beauty Hall at its London flagship after a multi-million pound renovation.
The luxury department store’s revamped department took 12 months to complete and now houses 300 brands and over 200 beauty services.
Services available include on-counter consultations and clinical residencies with leading experts, to engraving and personalisation on purchases.
The space has underground a major interior design revamp, with each brand having crafted new sustainably-made counters with space for large-format digital totems.
State-of-the-art LED lighting systems have also been installed for optimal shade matching and colour consultations while over 1,000 beauty experts will be working the shop floor too.
Selfridges lifestyle director David Legrand said: “Our new architecture is game-changing, prioritising sight lines for clear views, better navigation and enhanced accessibility. Embracing our ethos of beauty 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.”
Meanwhile, a new “experimental” retail concept, dubbed The Beauty Spot, has also opened within the hall, where exclusive brand residencies will be held, Cosmetics Business reported.
Viral influencer-led brand Refy will be The Beauty Spot’s first partner, with shoppers able to experience the brand on a “deeper level” through an immersive space.
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.”
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