Selfridges confirms its status as the beauty destination, the city’s beauty hall, with the completion of a 12-month Beauty renovation in the London store. The launch is celebrated with a campaign shot by acclaimed photographer and filmmaker, Sam Youkilis called Big City Beauty.
The Beauty Hall
- 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
The first ‘Beauty First’
The London renovation enhances and futureproofs the interior, which reflects the iconicity of the store’s 1909 Beaux Arts façade, mirroring its classical columns and scale. Selfridges was the very first department store to house beauty on the ground floor. In the years since then, every major global department store has followed suit. Through this innovative approach, teamed with the pioneering idea of bringing products above counter for customers to experiment with, founder Harry Gordon Selfridge created an instant energy and buzz straight across the threshold of the store. This formula has been so successful that the blueprint is used across the world. At Selfridges to this day, the power of beauty culture collides with our founder’s “everyone is welcome” manifesto (with products at every price point – from a bestselling £6 lipstick to rare £2,500 fragrance.)
Fast forward 115 years, the Selfridges Beauty Hall is world-leading yet city-centric, welcoming global brands and local communities – a home for the beauty zeitgeist. It is an essential destination for exclusivity, innovation and newness in colour and an unrivalled skincare edit; with an expansive fragrance offer (last year, Selfridges sold more than 10 million litres of fragrance – or enough to fill 4 Olympic swimming pools). It is home of haircare legends and the world’s only dedicated haircare and hair accessories space. The Beauty Hall offers over 200 services – from on-counter quick fixes to full colour consultations, to engraving and personalisation and clinical residencies with leading experts.
A head-to-toe menu of beauty services encompasses consultations for colour, skin and fragrance, on-counter treatments, personalisation and gifting ideas (in addition a suite of expert hair, nail, brow and skin services in the innovation-focused Beauty Workshop). Newness in the main Beauty Hall includes skin diagnostics and decoding from Estée Lauder, Lancôme and Prada; La Mer Treatment Pods, An Armani Glow Bar, virtual “try on” and mini masterclasses at Charlotte Tilbury. With new personalisation and gift services, the opportunities to individualise and play are endless – from bespoke fragrance blending to product customisation through engraving, embossing and UV printing, as well as options to accessorise products with stickers and charms (at MAC and Jo Malone).
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 8 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.
Next door, The Beauty Spot is Selfridges newest permanent destination for the world’s best creative and experimental beauty retail concepts, the place for extraordinary beauty. A series of exclusive brand residencies will begin with a four-month, first of its kind partnership with REFY.
The future is refill
Central to the ethos of Beauty at Selfridges is refill, with thousands of ways for customers to refill their beauty routine. As part of its long-term RESELFRIDGES initiative and target for 45% of transactions to come from circular services and products by 2030, Selfridges will aim for all brands to incorporate refill into their counters by 2025. Currently, 74 brands offer over 2,500 refill options from brands including Chanel, Prada, Dior, Dries van Noten, Hermès and Le Labo.
Big city beauty
The completion of a Beauty Hall “makeover” 12 months in the making, as well as Selfridges beauty destinations in Manchester and Birmingham, will be spotlighted throughout June with Big City Beauty, a high octane, city-centric celebration of London, Manchester and Birmingham beauty communities. A series of beauty experiences including panel talks and masterclasses with experts and founders, exclusive counter services and product launches, photo moments and the very best local DJs are all inspired by the thrill of the city.
A campaign shot for Selfridges by acclaimed photographer and filmmaker, Sam Youkilis is made up of vignettes which joyfully combine big city life and everyday beauty rituals.
“Selfridges is the beauty destination for everyone.” Says Melissa McGinnis, Selfridges Head of Beauty. “through a renovation which prioritises customer experience and platforming the world’s most exciting brands, we are ready to welcome the next 100 years of beauty innovation, and the communities that will make it happen.”
