Selfridges unveils fully revamped London, UK, Fragrance Hall

By Alessandro Carrara | Published: 19-Feb-2026
Retail

Four new countertops have been added to the London, UK, luxury shopping destination, while also retaining historic elements, such as the original Carrara marble floors, marble columns and ceilings

Selfridges has unveiled its fully restored Fragrance Hall – the final stage of the department store chain’s wider renovation of its Oxford Street, London, UK, Beauty Hall.

Work began on the new Fragrance Hall in 2024, aimed at “enhancing and future-proofing” the interior of the space.

Four new countertops have now been added to the shopping destination, while the original Carrara marble floors, marble columns, ceilings and bronze Oxford Street entrance doors from 1928 have all been retained in the redesign.

Chandeliers, designed by French Interior Designer and Architect, Christian Liaigre, and installed in 1999, have also been refurbished.

The Fragrance Hall now acts as a “gateway” to the recently redesigned Information Desk situated below an Eduardo Paolozzi sculpture of French dancer and singer Josephine Baker. 

“Our new Fragrance Hall is a place that brings people together through scent,” said Melissa McGinnis, Director of Beauty Buying at Selfridges.

“Customers can discover the world’s most exciting fragrance brands in the original destination first conceived by our founder in 1909, with architecture that complements the sensory experience.”

Some 47 fragrance brands are available in the Fragrance Hall, including Mind Games, Solferino and South Korea-based Born to Stand Out by Jun Lim.

Plus, Nishane Oudeous Cerasus and Discotheque Body Heat.

Selfridges undertook its multi-million-pound Beauty Hall renovation at the London flagship in 2023, completing the work a year later.

The luxury department store 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, also opened within the hall, where exclusive brand residencies are now held.

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