Selfridges has reopened the Beauty Hall at its UK flagship after a multi-million pound renovation.
The London-based luxury department store’s revamped destination took 12 months to complete and now offers 300 brands and more than 200 beauty services.
These range from on-counter consultations, a Beauty Concierge service and clinical residencies with leading experts, to engraving and personalisation on purchases.
A new “experimental” retail concept called The Beauty Spot has also opened within the hall, where exclusive brand residencies will be held.
Refy is The Beauty Spot’s first partner, with shoppers able to explore the viral cosmetic brand on a “deeper level” via an immersive retail space.
The brand will host an array of exclusive events during its four-month residency, as well as selling limited edition merchandise and products.
“We are so proud to be working with the phenomenon that is Refy… on a first-of-its-kind residency at Selfridges,” said Melissa McGinnis, Head of Beauty at Selfridges.
“We continue to be impressed by Refy’s depth of engagement with its community and evolving product innovation and excellence.
Refy at Selfridges revamped Beauty Hall
“The brand epitomises everything our new experimental destination The Beauty Spot is about – beauty culture experienced through community and creativity.”
Refy’s residency will run until the end of September.
Selfridges Beauty Hall has undergone a big interior design change too, with 37 brands having each crafted new sustainably-made counters with space for large-format digital totems.
State-of-the-art LED lighting systems have also been installed for optimal shade matching and colour consultations.
The store has also introduced 'Quiet Wednesdays' – an initiative in which Selfridges' switches off music between 10am and 11am to make shopping more enjoyable for those who are overly stimulated by loud noises.
More than 1,000 beauty experts will be working the shop floor too.
“Our new architecture is game-changing, prioritising sight lines for clear views, better navigation and enhanced accessibility,” David Legrand, Lifestyle Director at Selfridges, posted on LinkedIn.
“Embracing our ethos of beauty at Selfridges, 74 brands now offer more than 2,500 refill options, with a commitment for all brands to incorporate refills by 2025.
Inside Selfridges' renovated Beauty Hall
“This unique and vibrant destination has come to life thanks to the determination and passion of our dedicated team of experts.
“All united in our vision to create the beauty destination of the future.”