Store gallery: Selfridges reopens beauty hall after year-long makeover

The reopened Oxford Street beauty hall features more than 300 brands – 50 of them exclusive – and over 200 services.

The 115-year-old hall has received a makeover, transforming into an “essential destination for exclusivity, innovation and newness in colour”, offering everything from on-counter quick fixes to full hair-colour consultations and clinical treatments.

Selfridges has also launched The Beauty Spot, a space for “the world’s best creative and experimental beauty retail concepts”. The space will feature a series of exclusive brand residencies beginning with a four-month partnership with Refy.

As part of its long-term Reselfridges initiative, the department store is aiming for 45% of transactions to come from circular services and products by 2030.

Selfridges said that 74 brands offer more than 2,500 refill options at present, including Chanel, Prada and Dior, but that it “will aim for all brands to incorporate refill into their counters by 2025”.

Melissa McGinnis, Selfridges head of beauty buying, said: “Selfridges is the beauty destination for everyone.

“Through a renovation that prioritises customer experience and platforming the world’s most exciting brands, we are ready to welcome the next 100 years of beauty innovation and the communities that will make it happen.”