It’s a beauty extravaganza this month with a number of retailers and brands in the beauty space launching new stores in the capital.

Accordingly, retailers this month are service-focused, looking to expand beyond product offerings with experiences, workshops, personalised treatments and even AI beauty analysis.

Exclusivity is another theme we’ve found in retail, with brands using stores to launch new ranges and offer smaller, more niche brands, which can only be purchased by visiting that location.

We also found a brand who used feedback from fans to help design aspects of its in-store experience.

Get ready to be inspired by the best new retail on offer in London.

 

Skin Cupid, Soho

Skin Cupid, a K-beauty brand, has opened its new permanent store in Soho.

The new flagship has been designed in part with inspiration from online fans of the brand and includes bold and luxury elements. The space is the biggest K-beauty store in the country.

The store features a number of popular brands including Dasique, Anua and Dr Althea, along with ranges of exclusive products from brands who are not physically stocked anywhere else, such as Parnell and S.Nature.

Customers can learn more about the famed 10-step routine that is the signature of K-beauty regimens, with a number of interactive elements. Staff are also on hand to advise on skin care and the product’s ingredients.

For members of Cupid World, the brand’s loyalty club, there is a members-only area which will have installations for people to take selfies with, games, workshops and gifts.

 

Superdrug, Westfield White City

The latest store from Superdrug has launched as part of the popular high street brand’s new focus on physical retail.

The brand is continuing with the rollout of its latest concept, Beauty Playground, which invites visitors to engage with the brand via interactive elements and other themed zones.

Customers can browse a range of popular skincare brands as well as Superdrug’s range, including Optimum, Studio London and Troublemaker, which has a dedicated stand and the largest range in this location.

There are also a variety of services on offer from the Beauty Studio, such as nail and brow shaping, and piercings. A nurse is also on hand to offer a range of aesthetic services, such as botox.

 

Michael Kors, Regent Street

A new luxury flagship has launched from Michael Kors in Central London.

The store reflects quiet luxury in its design with a chic and elegant interior, of marble and wood in neutral and relaxing tones.

Customers can find the full Michael Kors range across fashion, footwear, and accessories, including boho relaxed styles, knee high boots and the Nolita bag,

The brand hopes that the store will also act as a location for more interactive and experiential activations, including seasonal displays.

 

Boots Fragrance space, Broadgate Central

Another beauty brand arriving in London is Boots with a new concept store themed around fragrances.

Opening in the exciting new luxury destination, Broadgate Central, Boots aims to create a fragrance hub for customers looking for premium and niche perfumes.

The selection of scents includes over 400 and have been hand curated, including 20 brands that have not been previously stocked in Boots. Customers can find fragrances from Balmain, Hermes and Guerlain, alongside more niche scents from BeauFort London, Orebella and Eric Parfums.

Visitors are encouraged to discover and engage with fragrances in a fresh way, with personalised scent consultations and expert advice available. This includes the Signature Scent Experience for customers to find their own personal scent, and the Wedding Fragrance Experience for couples.

The store was also launched with a new online Fragrance Hub across the Boots website and app.

 

GoodHood, Shoreditch

Lifestyle brand GoodHood has opened a new space in Hanbury Street to expand the store and broaden its offering.

Customers know the brand for its fashionably cool range of art, clothing, beauty and homeware, and the new larger store allows the brand to include more dedicated installations. The design takes inspiration from the industrial history of the area, incorporating concrete alongside murals and bright coloured fittings.

This includes a homeware display from revered Danish brand Hay, and a t-shirt wall showcasing some of the best in streetwear brands, such as Brain Dead, Aries, Almost Cut My Hair and Bott. Another installation is dedicated to footwear, with the vast array of brands providing an eclectic mix of styles. Brands featured include Dr Martens, Nike, Asics, Converse and Puma.

The brand is also building out its own homeware collection, GoodHood Lifestore, which is designed in-house and includes products as diverse as cutlery to soap.

 

The Body Shop, Oxford Street

Another beauty brand launching a store this month is The Body Shop, which, after a difficult few years, is trialling a new concept.

The store is looking to combine the brand’s heritage in natural beauty products with new advancements in technology, including AI. This includes a new skincare analysis service, which uses AI to identify any skin care problems and recommend appropriate products.

Other new services available include the Skincare Experience Table, a testing space for visitors to try out products before they buy. The Skincare Experience Table will also be the site of new masterclasses for customers wanting to learn more about skincare. Finally, the Scent Piano allows customers to discover their preferred fragrance and explore the brand’s range of products.

Shoppers can find The Body Shop’s full range of products across skin and haircare, bath, fragrance and makeup.