Selfridges Birmingham Unveils Massive Beauty Hall Upgrade with 37 New Brands and Immersive Experiences
Selfridges Birmingham is set to redefine its beauty landscape with a significant upgrade to its Beauty Hall at the Bullring store. This ambitious renovation will transform the space into the brand's largest beauty destination outside of London, spanning an impressive 30,000 square feet. The expansion dramatically boosts dedicated retail beauty floor space by 20%, introducing 37 new counters and elevating the store's total beauty portfolio to over 160 brands. Notably, 30 of these esteemed brands will be exclusive to the Birmingham location, offering a unique retail experience to customers.
The extensive renovation is being rolled out in two distinct phases, with the initial phase recently marking the launch of the innovative Beauty Workshop. This new and dynamic space is specifically designed to showcase experimental, niche, and founder-led brands, catering to consumers seeking unique and trending products. Among the exciting brands featured are Gisou, Tatcha, K18, and a curated selection of leading Korean skincare labels such as Erborian and AXIS-Y. Complementing this, a perimeter wall thoughtfully curates 55 brands and is slated to serve as a rotating stage for engaging pop-ups and immersive brand activations.
Looking ahead, the transformation will reach its full completion in November with the grand unveiling of a flagship fragrance hall. This dedicated area will feature an exquisite collection of luxury fragrance brands, promising an elevated shopping experience for connoisseurs. Customers can anticipate discovering prestigious names such as Loewe, Le Labo, Maison Francis Kurkdjian, and Parfums de Marly, cementing Selfridges Birmingham as a premier destination for high-end perfumery.
This substantial investment underscores Selfridges’ strategic commitment to positioning beauty as a core pillar of its store offerings, with a pronounced emphasis on exceptional services and immersive experiences. Birmingham customers will gain unparalleled access to an extensive menu of 210 beauty services, encompassing expert treatments across make-up, skincare, nails, and holistic wellness. Highlights of these enhanced services include specialized treatments from holistic beauty expert Dimple Amani, such as lymphatic drainage, with a dedicated Bio Sculpture nail studio also scheduled to open its doors in 2026, further expanding the service repertoire.
Sam Watson, store director at Selfridges Birmingham, expressed his enthusiasm for the project, stating: “For more than 20 years, Selfridges has been at the very heart of Birmingham’s Beauty community. This renovation broadens our beauty offering with even more exciting and exclusive brands, innovative experiences, and the very best team.” His comments highlight the store's enduring legacy and its forward-looking vision to continually enrich the beauty landscape for its clientele.
