Selfridges’ landmark store on London’s Oxford Street has reopened its Beauty Hall, showcasing a transformative 12-month renovation.
- The newly designed space now boasts 37 dedicated beauty brand counters, enhancing visibility and navigation for customers.
- Exclusivity is a key theme, with new brands and exclusive offerings from labels like Hourglass and Maison Crivelli.
- Sustainability initiatives are at the forefront, with refill options and a 2030 goal for significant circular transaction contributions.
- Aesthetic updates include Beaux-Arts-inspired columns and modern LED lighting for an optimal shopping experience.
After a comprehensive 12-month renovation, Selfridges has reopened its renowned Beauty Hall at its flagship store on London’s Oxford Street. The revamped space features 37 dedicated counters for beauty brands, ensuring enhanced visibility and easier customer navigation. Among its new inclusions are Fenty Beauty, Victoria Beckham Beauty, and Rabanne Beauty, alongside exclusive products from renowned brands such as Hourglass and Maison Crivelli.
The renovation has also seen the introduction of a unique 330 square-foot ‘Beauty Spot’. This area serves as an experimental pop-up venue catering to both established and emerging beauty names. The brand Refy has taken the inaugural residency, marking the beginning of a four-month term last week.
Integral to the Beauty Hall’s transformation is its dedication to Selfridges’ sustainable goals. As part of the Reselfridges initiative, consumers now have the option to refill their beauty packaging. A total of 74 brands, including Chanel, Prada, and Dior, are participating, with a vision for 45% of transactions to derive from circular services and products by 2030. All brands are expected to offer refill options by 2025.
Aesthetic improvements accompanying these changes include the installation of thirty-five, 15-foot tall decorative columns that echo Selfridges’ original Beaux-Arts-inspired façade. Additionally, the introduction of modernised lighting, featuring daylight-emulating LED bulbs, improves the accuracy of makeup application within the space.
Melissa McGinnis, head of beauty at Selfridges, highlighted the renovation’s focus on customer experience and innovation, anticipating that the updated Beauty Hall will continue to be a hub for global beauty advancements for years to come.
The reopening of Selfridges Beauty Hall signifies a blend of modern innovation, brand diversity, and sustainability at its forefront.
