Selfridges has unveiled a newly renovated Beauty Hall in its Oxford Street flagship, aiming to enhance customer experience and sustainability efforts.
- The improved layout includes 37 brand counters, featuring newcomers and exclusive brands, enhancing visibility and navigation.
- Inspired by the Beaux-Arts façade, the renovation includes 35 decorative columns and modern lighting for precise makeup application.
- A new 330 sq ft Beauty Spot offers a pop-up space for both established and emerging beauty brands.
- Sustainability is a key focus with refill services set for 74 brands in alignment with their Reselfridges initiative.
Selfridges has reopened its Beauty Hall at the London Oxford Street flagship after a comprehensive 12-month renovation. With a focus on customer experience and sustainability, the newly unveiled space is set to become a central hub for beauty enthusiasts.
The redesigned layout, featuring 37 dedicated brand counters, enhances visibility and ease of navigation for visitors. Among these are new additions such as Fenty Beauty and Victoria Beckham Beauty, along with exclusive products from brands like Hourglass and Maison Crivelli, providing customers with a broad selection of beauty options.
Incorporating elements from Selfridges’ original Beaux-Arts-inspired design, the renovation includes thirty-five innovative 15-foot tall decorative columns. Modernised daylight-inspired LED lighting enhances the accuracy of makeup application, reflecting a blend of classic architectural motifs and contemporary technology.
The Beauty Hall now includes a 330 sq ft ‘Beauty Spot,’ designed as an experimental pop-up area for established and emerging beauty brands. Refy is the first to occupy this space, where it will remain for a four-month residency. This area allows for dynamic brand displays and consumer interaction, fostering a vibrant retail environment.
Sustainability plays a significant role in Selfridges’ strategy, marked by the introduction of refill services at 74 beauty brand counters. Part of the Reselfridges initiative, this strategy aims to integrate refill options for all brands by 2025. Selfridges’ goal is to achieve 45% of all transactions through circular products and services by 2030, promoting eco-friendly consumer habits.
According to Melissa McGinnis, Selfridges’ head of beauty, “Selfridges is the beauty destination for everyone.” She emphasised the store’s commitment to accommodating the most exciting global beauty brands and anticipated developments over the next century.
In addition to beauty, Selfridges enhances customer experience with a Beauty Concierge service, offering personalised consultations and treatments. The Corner Shop area provides pop-up space for footwear, clothing, and accessories brands, currently hosting a collaboration between Loewe and On Running, further diversifying the shopping experience.
The renovated Beauty Hall at Selfridges Oxford Street exemplifies a commitment to innovation, customer experience, and sustainability.
