Since opening in the early 1900s, Selfridges has embodied a commitment to inclusivity and diversity, as reflected by its tagline, “Everyone is welcome.” The retailer’s particularly strong beauty lineup, alongside its outstanding customer service, has led to billions of successful sales, cementing the department store as an iconic shopping destination in the UK for over 100 years. For beauty lovers, Selfridges Beauty Hall is a playground full of opportunity to discover new brands and SKUs, as well as a go-to spot for product restocks.
The space, which has only been renovated a handful of times since the shopping giant opened its doors, has just undergone a 12-month-long, multimillion pound revamp, and is sure to please regular customers while enticing several new ones. The newly decorated Beauty Hall offers over 300 brands, including Charlotte Tilbury, Dior, and Prada, as well as 50 new exclusive-to-Selfridges offerings (such as Victoria Beckham Beauty), with prices starting from as little as £6 for a lipstick, to £2,500 for a rare fragrance.
The renovated hall is described as “future-proofed” by the retailer, yet remains true to its roots, reflecting the original Beauty Hall’s Beaux Arts architecture, with emphasis on symmetry and classical details on a grandiose scale.
The rebuild has made room for state-of-the art features, including LED lighting programs that ensure product shades and skin tones can be correctly viewed in the space, and sight lines to promote better navigation around the store. Thirty-seven sustainably made counters are spread across the floor, with each including a dedicated space for large digital-content displays and concepts. Other future-forward features consist of skin diagnostics sessions from Estée Lauder, treatment pods provided by La Mer, an Armani Glow Bar, and makeup masterclasses at Charlotte Tilbury.
The future-forward vision for the Beauty Hall also includes plans to up the ante with sustainability efforts. As part of Selfridges sustainability initiative, named Reselfridges, a target for 45% of transactions to come from circular services and products by 2030 has been put in place. Currently, 74 brands stocked in the Beauty Hall offer over 2,500 refill options, with the aim for all brands to incorporate some form of refill option into their counters by 2025.