Urban Beauty has opened a new store in Westfield, London and they are now looking towards the more natural side in the design.

Beauty retailers tend to fall into two camps these days. On one side are the ‘organic’ crew, who feel the need to demonstrate how relatively wholesome they are, while on the other are the cod-scientific mob who kit their staff out in white coats and promote the feeling that their products may actually be doing you some good.

The new Urban Beauty area in Urban Outfitters’ store in Westfield London pays more than passing lip service to the organic trend, so much so that the retailer has put greenhouses into the large space that it has devoted to the category on the first floor. To add to the natural feel, there are large numbers of potted plants used as props among the potions and unguents.

Were it not for the fact that you have to walk through the fashion offer that fills the ground floor to get to the department, you might be forgiven for thinking that you had strayed into a modest garden centre.