Key Takeaways:
Selfridges has unveiled plans for a reimagined Beauty Hall at its Birmingham store, creating a 30,000-square-foot destination that will be its largest beauty space outside of London. The expansion increases retail floor space dedicated to beauty by 20%, adding 37 new counters, and bringing the store's total beauty portfolio to more than 160 brands, 30 of which will be exclusive to the Birmingham location.
The renovation is rolling out in two phases. This week, the launch of the Beauty Workshop marked a new space focused on experimental, niche, and founder-led brands, with an edit that includes Gisou, Tatcha, K18, and Korean skincare labels, including Erborian and AXIS-Y. The perimeter wall showcases 55 curated brands and will serve as a rotating stage for pop-ups and activations. In November, the transformation will be complete with a flagship fragrance hall, featuring luxury brands such as Loewe, Le Labo, Maison Francis Kurkdjian, and Parfums de Marly.
The investment reinforces Selfridges’ strategy to position beauty as a core pillar of its stores, with a focus on services and experiences. Customers in Birmingham will now have access to 210 beauty services across makeup, skincare, nails, and wellness. Highlights include treatments from holistic beauty expert Dimple Amani such as lymphatic drainage, and a dedicated Bio Sculpture nail studio is scheduled to open in 2026.
“For more than twenty 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,” said Sam Watson, Store Director, Birmingham, in a press release.
Selfridges Birmingham expansion comes as other department stores are also pouring investment into beauty in the UK. Recently, John Lewis upgraded its beauty halls, with a multimillion-pound program including immersive concepts rolled out across stores in Liverpool, Bluewater, Solihull, and Cambridge by the end of the year.
Like Selfridges, John Lewis’ revamp features exclusive beauty brands, including Fenty Beauty, marking the brand's first national rollout across UK department stores. The retailer is also scaling its service offerings, with plans to operate more than 540 counters, 70 treatment rooms, and 400+ beauty services nationwide. The strategy builds on a reported 40% uplift in beauty sales over the past five years and aligns with John Lewis’ broader £800 million ($1.07 billion) investment in retail transformation.
Both Selfridges and John Lewis are betting on experiential formats, heating up the UK department store competition by blending discovery-led brand edits, service menus, and premium brand exclusives. This will drive footfall and loyalty at a time when beauty remains one of the strongest growth areas for department stores.
