Selfridges has reopened its newly transformed and upsized beauty hall at its Birmingham store.
The space now spans 30,000 sq ft and features over 160 brands, 30 of which are exclusive to the city including Pat McGrath and Victoria Beckham Beauty.
The revamp sees the addition of 37 new counters from the likes of Lisa Eldrige, Hourglass, Fenty Beauty, Benefit, Morphe and Kylie Cosmetics as well as the first-ever UK counter for Sol De Janeiro.
Selfridges has expanded its retail space for beauty by 20%, making it “the UK’s biggest beauty hall outside of London” and 4,000 sq ft larger than the department at Fenwick Newcastle.
The transformed space will be unveiled in two stages, with the retailer’s new beauty workshop concept that showcases an edit of 55 brands, including Gisou, Tatcha and ColourWow as well as several Korean skincare brands such as Erborian and Wonderskin, presented across a 30m perimeter wall opens today.
The second phase, which launches in November, includes the opening of a flagship fragrance space featuring 65 brands including the likes of Loewe, Le Labo, Maison Françis Kurkdjian and Parfums de Marly. Visitors will also be able to shop refillable, reusable products from over 60 brands including Dior, Mac, Guerlain, Ouai and Aesop.
Selfridges Birmingham store director Sam Watson said: “For more than 20 years, Selfridges has been at the very heart of Birmingham’s Beauty community. This renovation broadens our beauty offer with even more exciting and exclusive brands, innovative experiences and the very best team, here to offer inspiration, solutions and expertise.
“By increasing the space dedicated to beauty in Birmingham, our customers now have even more reasons to spend time with us in store, with new products and services to discover every time they visit.”
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