Kiehl’s has opened a three-storey European flagship on Carnaby Street as the skincare brand enters its 175th year, strengthening its physical retail presence in London’s West End.
Kiehl’s has opened a new European flagship at 43 Carnaby Street, adding a 1,300 sq ft, three-storey store to the growing beauty and wellness offer in London’s Soho.
The opening comes as the New York-founded skincare brand enters its 175th year and marks its second standalone boutique in the West End, alongside its recently upsized store at 55 Monmouth Street in Seven Dials.
Founded in 1851 as a New York apothecary, Kiehl’s has since developed into an international skincare brand with a portfolio spanning face, body and cosmetic products.
Three-Storey Carnaby Street Flagship
The Carnaby Street flagship has been designed around customer flow and an omnichannel retail experience, combining in-store product presentation with customer service across its three floors.
The opening strengthens Kiehl’s existing relationship with Shaftesbury Capital, which also worked with the brand on the expansion of its Seven Dials store.
Carnaby Street’s Growing Beauty Offer
Carnaby Street has continued to build its beauty and wellness offer in recent years. Sephora selected the street for its first West End location, opening a boutique-format flagship at 5–7 Carnaby Street in 2026. The 4,400 sq ft store introduced a format centred on curated product edits, expert advice and digital beauty technology.
“Bringing Kiehl’s to the heart of Carnaby Street strengthens a great partnership. Having worked closely with the brand on an upsize in Seven Dials, this new store ensures more visitors to the West End can explore and experience a quality offer, building brand loyalty and pointing to the power of having prime space as both a direct retail environment and showroom for the online customer. That Kiehl’s wanted to launch this European flagship on Carnaby Street, in its 175thyear, also highlights just how highly-regarded the destination is, and how important it is for unmatched brand exposure and opportunity.”
William Oliver, Director of Retail and Restaurant Leasing, Shaftesbury Capital
“Carnaby Street is a legendary retail destination, and it is rapidly evolving into a key epicentre for beauty in London. Our continued investment in standout free-standing stores demonstrates our dedication to creating exceptional physical retail environments that drive high footfall and deep brand connection. This flagship allows us to reinforce our market share in the UK, partner more closely with our retail and real estate stakeholders, and deliver an elevated, best-in-class brand presence in one of Europe’s most vibrant commercial districts.”
Niki Lo, General Manager, Kiehl’s UK
The new flagship gives Kiehl’s a second standalone West End location while adding another international beauty name to Carnaby Street’s expanding retail mix.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
