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Brief Published: 3 Dec 2019

Retail: New Beauty Destinations in London


A wave of new beauty destinations – both flagships and pop-ups – have opened across London, boasting services like personalised skin prescriptions, beauty-boosting foods, meditation, and brand-agnostic advice. In-store environments that are predicated on Insta-friendly vignettes complete the offer.


UK beauty retailer AfterBeauty’s Insta-ready five-floor emporium in Piccadilly is a playground-like venue. It features cross-brand advisors and a rotating edit of products from more than 140 global brands, both niche and established. Services include facials, lash extensions and body wraps – all bookable through third-party app Treatwell. There’s even a meditation room, demonstrating AfterBeauty’s tactic of Working the Wellness Dollar.

L’Occitane x EL&N Beauty Café

London café chain EL&N’s new site, within French beauty brand L’Occitane’s Regent Street flagship, offers an all-day brunch menu designed to boost skin health. Dishes include pink porridge to ‘nourish and replenish tired skin’, and ribbon pasta that promises to support radiance and youth.

Neom Organics

UK beauty brand Neom Organics’ self-care and wellbeing-oriented space in Westfield’s Shepherd Bush mall (West London) is staffed by ‘Neomologists’. They are tasked with helping consumers use the products to “create their calm zone” or “prepare for better sleep”.


Cult New York beauty brand Glossier’s highly anticipated pop-up in Covent Garden presents its Insta-famous products in a chintz-on-acid space – think florals across the ceiling, floor and walls. It also has an installation replicating a typical London rooftop cityscape, but cast in pink – catnip for selfie-takers. The pop-up runs until February 9, 2020.

Huda Beauty

Also popping up in Covent Garden is Iraqi-American brand Huda Beauty, with a space inspired by the brand’s astrological-themed, Mercury Retrograde make-up range. Customers can book expert in-store appointments via the brand’s e-commerce site. It closes on December 26.

Inkey Lab at Boots

UK beauty start-up The Inkey List hosted the Inkey Lab at Boots’ new Covent Garden flagship from November 21-24, offering fans the chance to create their own serums for £12.99 ($16.76), and add their names to bottles.  

After Beauty
L'Occatine x EL&N