Selfridges Birmingham set to be UK’s biggest beauty hall outside London with expanded offering
Selfridges Birmingham has unveiled an expanded Beauty destination - a 30,000 sq ft, area is set to be the UK’s biggest beauty hall outside of London.
In this renovated, rethought space, customers can discover new and exclusive brands with 37 new counters, a suite of exceptional services and a team of 300 experts who can help navigate the very best of Beauty at Selfridges.
Selfridges Birmingham is home to over 160 beauty brands, 30 of which are exclusive in the city, including long-term partnerships with many of the world’s best loved and most innovative names – Charlotte Tilbury, Pat McGrath, Refy and Victoria Beckham Beauty, which will be new to the store.
Other new counter concepts include Lisa Eldridge, Hourglass, Fenty Beauty, Benefit, Morphe and Kylie Cosmetics. Sol De Janeiro will also be launching its first-ever UK counter.
The Birmingham renovation increases retail space dedicated to Beauty by 20 per cent and launches in two phases.
The new Beauty Workshop opened last month - the home for Selfridges’s curation of the best Skin & Body, Colour and Hair products.
The edit of 55 brands, featuring Gisou, ColourWow, Tatcha, K18 and new additions from Korean skincare brands like Erborian, Axis-Y and Wonderskin, is presented across a 30-metre perimeter wall.
In November, the Beauty Hall completes, with the opening of a flagship fragrance space, exclusive home in Birmingham to brands including Loewe, Le Labo, Maison Françis Kurkdjian, Parfums de Marly, Maison Crivelli and Mind Games.
As part of Reselfridges, customers will be able to shop a circular offering of refillable, reusable products from over 60 brands, including Suqqu, Dior, MAC, Guerlain, Le Labo, Ouai, and AESOP.
Meanwhile, renowned holistic beauty expert Dimple Amani joins the Birmingham team to offer the best Lymphatic drainage massages.
For nails, award‑winning pioneer in prescriptive nail care, Bio-Sculpture, will open a dedicated space for manicures and pedicures in 2026.
At the Beauty Concierge, customers can book in for beauty appointments for advice and inspiration across every brand.
A playful menu of six beauty services includes a Beauty Bag Makeover and a Selfridges Beauty Tour.
Sam Watson, store director for Birmingham said: “For more than twenty years, Selfridges has been at the very heart of Birmingham’s Beauty community.
“This renovation broadens our Beauty offer with even more exciting and exclusive brands, innovative experiences and the very best team, here to offer inspiration, solutions and expertise.
“By increasing the space dedicated to Beauty in Birmingham, our customers now have even more reasons to spend time with us in store, with new products and services to discover every time they visit.”
