This Parisian now Londoner misses all the beauty hotspots, spas and retailers in Paris. Going one place for all your beauty needs in London can be a task sometimes. With the news of AFTERBeauty to open up a standalone store in London has us so excited. Why you might ask because they will have everything a girl needs to look fabulous in one place, the mecca for makeup and skincare addicts has arrived in London.
Opening its doors in London’s Piccadilly area this November. AFTERBeauty is the first real ‘beauty playground’ to hit the British high street. The AFTER Beauty story all starts with the standalone brick and mortar location. This new immersive space is about imagination and experimentation, diversifying the way customers discover beauty products and services, and offering an incredible in-store and online retail experience.
New Beauty Mecca to Hit the London High Street
Designed for beauty-obsessives, AFTERBeauty stocks more than 140 makeup, haircare, skincare, bath & body, fragrance, nails, lifestyle and grooming products across its five-floor townhouse. With over 4,000 products available from all corners of the globe, AFTERBeauty customers can discover a blend of cult brands such as Milani, Beauty Blender, Butter London, Sachajuan, and international players like Dermalogica, Elemental Herbology, Murad, SkinCeuticals, SKININC, Stila and more. There’s something for every shopper – whatever their budget.
“After Beauty was founded to bring fun and excitement back to the beauty industry. We wanted to create a destination for beauty-obsessives to lose themselves in a world of products, colour and creativity. Customers have a better understanding of products now than ever before, so we want them to throw out the rulebook and discover new things.” Co-founder, Zanelle Lim
New Beauty Mecca
Every inch of the AFTERBeauty townhouse has been designed to surprise and delight. Recognising the UK’s desire for a relaxed, fun shopping space, AFTERBeauty has been created as an experience first, and shop second. Every staircase is selfie-worthy and looks out for the teddy bear elevator that transports you to discover and experiment. There’s even a meditation zone under the stairs on the Lower Ground Floor.
The AFTERBeauty experts have been trained to give honest recommendations to every customer across the full brand offering, moving away from the traditional ‘beauty hall’ approach where teams are brand-specific. The brand encourages the consumer to test, trial and play with products at the selfie-ready vanity space.
AFTERBeauty New Beauty Mecca
They also offer specific treatments in space that feels worlds apart from the busy streets of central London. Services will be delivered internationally. Renowned brands such as Dermalogica, Haute Custom Beauty, SkinCeuticals and SKININC – a new brand pioneering bespoke skincare solutions. To begin with, treatments will include manicures, pedicures, body wraps, lash lifts and bespoke facials. Everything centres around speed and convenience and all appointments can be booked in-store, online or through the 24/7 beauty booking platform, Treatwell.
STORE DIRECTORY: • Lower Ground Floor – Take the disco stairs down to the AFTERBeauty Spa basement • Ground Floor – Step into the Make-up Playground. Test and play your way • First Floor – Nail Nirvana, bath & body, hair tools and male grooming • Second Floor – The ultimate event space* • Third Floor – Where the back-of-house magic happens; head office and beyond
“From the outset, we have aimed to create a warm, inclusive community for Londoners and globetrotters to enjoy together. We really wanted to boost the British high street with a space that feels personal, refreshing and contemporary. We know experience is everything – this has been a consideration for every floor.” Co-founder, Jerry Taechaubol
Stay tuned to see the first looks of the new beauty mecca of London. We will be live at the launch. Follow us on Instagram for your sneak peek.
AFTERBeauty is located at 189, ST JAMES’S PICCADILLY, LONDON, W1J 9ES and online at www.afterbeauty.com. It will launch in November 2019 and we are invited too.