Selfridges has reopened its renowned Beauty Hall at the London Oxford Street flagship after a year-long renovation.
- The redesigned Beauty Hall features 37 brand counters, enhancing visibility and navigation for customers.
- New architectural elements include 15-foot decorative columns, modern lighting, and a unique pop-up space called the Beauty Spot.
- Selfridges continues to focus on sustainability by offering refill stations at 74 stocked beauty brands.
- The Beauty Concierge desk offers a variety of services including product consultations and personalization.
After a comprehensive 12-month renovation, the Beauty Hall at Selfridges’ London Oxford Street location has reopened, providing a rejuvenated shopping experience. The revamped space now features 37 dedicated counters for various beauty brands, enhancing customer visibility and ease of navigation. Newcomers such as Fenty Beauty, Victoria Beckham Beauty, and Rabanne Beauty have now found a place in Selfridges, alongside exclusive products from brands including Hourglass and Maison Crivelli.
The architectural redesign includes the installation of thirty-five 15-foot tall decorative columns, inspired by Selfridges’ historical Beaux-Arts-style façade. Alongside these, modern lighting with daylight-simulating LED bulbs has been introduced, allowing for more precise makeup application. One striking feature is the Beauty Spot, a 330 sq ft area designed as an experimental space for both established and emerging beauty brands. Currently, the Beauty Spot hosts beauty brand Refy in a four-month residency.
Selfridges’ commitment to sustainability is evident in their Reselfridges initiative. The Beauty Hall now offers refill stations for beauty packaging at 74 brands, including Chanel, Prada, Dior, and Hermès. This move aligns with Selfridges’ broader goal to ensure 45% of transactions are derived from circular services and products by 2030. By 2025, all beauty counters are required to incorporate refills into their offerings.
Within the Beauty Hall, customers can access personalized services at the Beauty Concierge desk, which facilitates product consultations, on-counter treatments, and gifting solutions. This concierge service enriches the customer experience, emphasizing a tailored approach to beauty shopping.
Melissa McGinnis, Selfridges’ head of beauty, states, “Selfridges is the beauty destination for everyone. Through a renovation which prioritizes 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.”
The newly revamped Selfridges Beauty Hall exemplifies a blend of historical charm and modern innovation, enhancing customer experience and commitment to sustainability.