Smashbox Cosmetics opens new London flagship store


The Californian lifestyle influenced brand aims to place events at the heart of its new Covent Garden home

Smashbox Cosmetics has officially opened its new flagship store in London, UK.

The Covent Garden store’s design has taken inspiration from the brand’s ‘spiritual home’ of California, similar to its other recent opening in Bluewater, Kent.

Consumers can expect an experience-led retail environment, as the Estée Lauder-owned brand plans to place events at the centre of the store.

A ‘boombox’ in-store feature can be found in-store to help shoppers capture the ‘perfect GIF’ to share on social media. Once a GIF is recorded it can be sent directly to the consumers' phone.

Beauty fans will also be able to book several complimentary services and workshops for tips on how to achieve flawless skin, polished brows and defined eyes.

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As well as these services, the brand will be hosting pop-up events and activities including guest artists appearances, spotlight events and studio masterclasses.