The renowned Selfridges store on London’s Oxford Street has revealed its refurbished Beauty Hall after a year-long transformation.
- The new layout highlights visibility and ease, featuring 37 dedicated brand counters including Fenty Beauty and Victoria Beckham Beauty.
- A “Beauty Spot” offers a dynamic space for both established and emerging brands, with Refy currently in residence.
- Modernised lighting, inspired by daylight, enhances the shopping experience by providing accurate make-up application.
- Sustainability is a focus, with refill services planned at all counters by 2025 as part of the Reselfridges initiative.
The prominent Selfridges department store in London has reopened its Beauty Hall after completing a comprehensive renovation process that lasted 12 months. This transformation aims to enhance customer experience through a refined layout and additional features.
The brand counter layout is designed to offer improved visibility and easier navigation, housing 37 dedicated beauty brand counters. The Beauty Hall now welcomes Selfridges newcomers such as Fenty Beauty, Victoria Beckham Beauty, and Rabanne Beauty, alongside exclusive products from brands such as Hourglass and Maison Crivelli.
A new feature of the Beauty Hall, known as the “Beauty Spot,” is a 330 sq ft area created for pop-up spaces. This space offers opportunities for both established and emerging beauty brands. Beauty brand Refy has recently begun its four-month residency here, showcasing its offerings to customers.
The renovation incorporates thirty-five 15-foot decorative columns, mirroring the Beaux-Arts-inspired façade of the original Selfridges building. Additionally, modernised lighting using LED bulbs that mimic daylight has been installed to ensure more accurate application of make-up, thereby enhancing the shopping experience.
A key initiative following the refurbishment is the emphasis on sustainability through the Reselfridges programme. Customers can refill their old beauty packaging at 74 different counters that stock brands like Chanel, Prada, and Dior. The goal is for 45% of all transactions to be from circular services by 2030.
Melissa McGinnis, head of beauty at Selfridges, commented on the renovation, saying, “Selfridges is the beauty destination for everyone. 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.”
Selfridges’ revamped Beauty Hall promises an enriched customer experience and a continued commitment to sustainability.
