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Shaftesbury Capital, a key supporter of the British Beauty Council, has recently disclosed that ELEMIS, a globally recognised beauty innovator, has picked Seven Dials in Covent Garden for its inaugural standalone store in London. This decision comes on the heels of ELEMIS’s successful Cleansing Lab Pop-Up in Covent Garden’s Piazza last year, evidencing Covent Garden’s appeal to a variety of prestigious brands and affirming its status as a leading destination in the UK’s beauty and cosmetics sector.

ELEMIS, celebrated for its premium skincare offerings and over three decades of industry leadership, is set to inaugurate a store approximately 1,000 square feet in size at 23 Monmouth Street. The store will showcase its meticulously developed skincare products, which are founded on aromatherapy principles and supported by rigorous clinical trials, aimed at enhancing skin health through protection, restoration, and renewal.

ELEMIS cleansing balm Large

Scheduled to open this spring, ELEMIS will enrich Seven Dials’ already diverse assembly of beauty, fragrance, and wellness establishments on Monmouth Street. This includes renowned brands such as Aēsop, Byredo, DECIEM, Fresh, Kiehl’s, Miller Harris, Le Labo, and Trudon, complemented by a wider Covent Garden selection that features Chanel, Charlotte Tilbury, Creed, Glossier, Guerlain, Jo Malone London, NARS, Penhaligon’s, and Tom Ford.

Michelle McGrath, Executive Director at Shaftesbury Capital, expressed her enthusiasm, stating, “Shaftesbury Capital is delighted to be welcoming iconic British wellness brand, ELEMIS, to Covent Garden’s Seven Dials neighbourhood this spring. This addition underscores Shaftesbury Capital’s dedication to cultivating a vibrant destination that melds internationally acclaimed and independent brands, groundbreaking concepts, and industry firsts.”


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Echoing this sentiment, Susan Harvey, UK General Manager at ELEMIS, shared, “We are hugely excited to announce our first ELEMIS London retail store’s upcoming opening in Covent Garden this spring. ELEMIS has been at the forefront of premium skincare globally for over 30 years, and our new standalone store at the iconic Seven Dials will enable us to further our commitment to excellence. We are eager to welcome our community and offer them an unparalleled experience, empowering their skin wellness journey.”

The announcement of ELEMIS’s Covent Garden store is part of a broader trend of notable openings in the area. This includes the first UK store of French men’s skincare brand Horace on Neal Street, as well as the establishment of permanent brick-and-mortar locations by leading fashion retailers Odd Muse and Missoma on Monmouth Street. Additionally, high-performance clothing brand Arc’teryx recently launched a flagship store on King Street, with Swedish footwear brand Axel Arigato poised to open on Earlham Street.

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