Beauty Pie, the online beauty subscription service, is opening its first-ever physical retail space in the UK.
The membership-based beauty brand, founded by Marcia Kilgore, is set to open a permanent residence within luxury department store Liberty’s Beauty Hall in London from 8 May.
The brand’s products being available to purchase in store for the first time marks a major milestone for the business as it looks to scale beyond digital.
To mark the retail partnership, Beauty Pie will also be opening a shoppable pop-up within Liberty’s central atrium from 12 May.
“Our mission has always been very simple: make exceptional beauty products available to more people, without the traditional industry inflation,” a spokesperson for the brand told Cosmetics Business.
“Retail is just another way of doing that.
“It lets people see, test and understand the quality up close.
“And doing that in Liberty, a retailer that has always had its own point of view, feels like a very natural fit and we could not be more excited to be landing there.”
Both the permanent residence and pop-up set out to bring Beauty Pie’s luxury without the mark-ups model to a bricks-and-mortar environment, added the spokesperson.
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Visitors to the space are able to sign up to Beauty Pie+ in-store, giving them access to Beauty Pie’s subscription model.
Existing members will be able to shop in-store at their usual reduced prices, with non-members able to browse at guest prices or join on the spot.
“We built Beauty Pie to challenge an industry where ‘luxury’ often means paying up to ten times the cost of making a product,” explained Beauty Pie’s spokesperson.
“That is still the case out there, and it is still not how we operate.
“What has changed is access – you can now shop with or without a membership, and now you can also shop in person.
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