Harrods has opened its first standalone beauty concept, H Beauty, at Intu Lakeside in Essex.

The 23,000 sq ft store is dedicated entirely to premium health, beauty and skincare brands.

Harrods has brought together a mix of household names including legacy brands such as Chanel and Dior, as well as more modern market disruptors such as Huda Beauty and Uoma.

H Beauty offers experiential retail and services, giving customers the chance to try the latest brands and beauty technology, such as at-home LED light therapy system Light Salon.

The “Skincare Station” offers customers facials with the best brands in the business, while magic mirrors can also be used to try out make-up in lieu of sampling under Covid-19 restrictions.

Customers can also make use of the Champagne bar, offering cocktails and pastries, to add to the luxurious experience. 

Harrods will offer a click-and-collect service from late September, and customers will have access to changing rooms in the H Beauty store to try on their orders.

A second H Beauty concept store is set to open in Milton Keynes in spring 2021.

‘Destinational beauty emporium’

Harrods director of beauty, fine jewellery, watches and home Annalise Fard said: “As Harrods’ very first beauty specialist retail space, H Beauty is going to be a significant addition to the beauty landscape and will be a game-changing, destinational beauty emporium offering experience, make-up, skincare, haircare and fragrance.

“I see beauty as the entry point into luxury and it’s very exciting to be able to take the excitement and engagement for beauty and really deliver it to a customer on a wider platform.

“Harrods has vast authority and strong brand relationships within the beauty industry, which has provided us with the opportunity to offer H Beauty customers both well-recognised brands that they know and love very much directly from Knightsbridge as well as an exciting array of entirely new brands that can only be found at H Beauty.

“By opening the first H Beauty store in Lakeside and the second closely following in Milton Keynes, we are bringing beauty to an incredibly responsive community of existing beauty-lovers. Although the brand portfolio will be similar across both locations, the edit will be slightly different according to the culture of that location, city or that particular client and will allow H Beauty to be the central beauty hub in each destination.”

Beauty halls have become increasingly popular recently, with Next set to open its own beauty concept next month in four different locations.