Burberry Beauty doubles down on cosmetics with new Selfridges beauty boutique

By Alessandro Carrara | Published: 7-Nov-2023

The space will be located in Selfridges’ recently renovated beauty hall, and will house the brand’s entire make-up and fragrance range

Burberry Beauty is breathing new life into its cosmetics line with the launch of its first beauty boutique at Selfridges London.

Located in the department store chain’s newly renovated beauty hall, the space is set to open on 4 December and house the brand’s entire make-up and fragrance range.

A beauty counter will also feature in the boutique and allow shoppers to trial products.

“This will be the only boutique in Europe from which to trial and purchase Burberry make-up products and their full range of fragrances,” the brand said in a statement.

It comes amid a slew of new launches from the beauty brand this year, including its new Beyond Wear Perfecting Matte Foundation and Burberry Kisses lip range.

The boutique will also sell a trio of holiday exclusive shades for Burberry Kisses in limited edition packaging once it has opened.

From the 2 November, a pop-up space will be hosted at Selfridges to showcase the product lineup ahead of them being available in the store.

“Featuring products to create a range of looks, from signature glowing skin inspired by the brand's outdoor roots, to runway-inspired collections of bold lip colours and finishes, the boutique will offer collections across face, lips and eyes, as well as Burberry fragrance,” the brand added.

Burberry has had a chequered licensing history with its fragrance and cosmetics arm.

The luxury fashion house decided to take its fragrance and beauty business back into its own hands in 2012, after previously being operated by Inter Parfums.

This became the company’s fifth business division, but it would go on to partner with Shiseido’s Beauté Prestige International and divest some of its distribution rights in France, Spain and the US.

However, Coty acquired the global licence rights for Burberry Beauty’s fragrances, cosmetics and skin care in 2017 for £130m.

Since then, Coty has been responsible for the development, manufacture and distribution of the full range of Burberry Beauty products globally.

The company has largely focused on its fragrance line in recent years, however, which includes consistent sales of its hero Her perfume and its recently launched Goddess EDP.

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