LOOKFANTASTIC Expands Into Hotels With Hyde London City
LOOKFANTASTIC has extended its retail proposition into hospitality through a new in-room service at Hyde London City, reflecting growing crossover between retail, wellness and guest experience.
LOOKFANTASTIC has partnered with Hyde London City to introduce an in-room beauty retail concept, marking a further step in the brand’s expansion beyond traditional e-commerce into experiential channels.
The Self-Care Room Service offer places curated product edits directly into hotel rooms, allowing guests to purchase and use beauty products as part of their stay. The initiative reflects a broader shift among retail brands towards embedded, service-led formats that sit within hospitality environments.
Located in a Grade II-listed building near the Old Bailey, the 111-room Hyde London City provides the setting for the concept. The hotel now offers three £50 product edits in collaboration with LOOKFANTASTIC, designed to respond to common traveller needs while also acting as a discovery platform for the retailer’s brand portfolio.
Retail Meets Guest Experience
The approach combines convenience with trial, positioning the hotel room as both a point of sale and a brand experience touchpoint. Each edit contains travel-sized products, supporting immediate use while encouraging future purchase beyond the stay.
Curated Product Edits
I Forgot Everything includes Elemis Pro-Collagen Cleansing Balm (20g), NUXE Rêve de Miel Nourishing Honey Lip Balm (15ml), Living Proof Perfect Hair Day Travel Dry Shampoo and Kiehl’s Ultra Facial Cream (28ml).
I Need to Reset features Biodance Bio Collagen Real Deep Mask, DIRTEA Reishi Powder – The Calm Mushroom, Erborian Skin Therapy Multi-Perfecting Night Oil-Serum (10ml), The INKEY List Caffeine Eye Cream (15ml) and the This Works Choose Calm Kit.
The Insider Edit is a rotating selection curated by LOOKFANTASTIC Insiders, with example products including Moroccanoil Treatment Mist (25ml), CeraVe Invisible Dry Touch Fluid Sunscreen SPF 50 (50ml), Ole Henriksen Peach Glaze Pout Preserve Lip Treatment (12ml) and Valentino Born In Roma Donna Eau de Parfum (10ml).
“Many of our guests arrive in London without all their essentials or need an extra-special night’s sleep after a long journey. With our new Self-Care Room Service in collaboration with LOOKFANTASTIC, we’re delighted to offer exclusive in-room beauty and wellness edits, helping guests relax, recharge, and indulge in a well-deserved moment of self-care during their stay.”
Daisy Denehy, Brand Manager, Hyde London City
“Partnering with Hyde London City allows us to bring the LOOKFANTASTIC experience directly to guests in a completely new and meaningful way. Beauty has the power to elevate everyday moments, and through our Self Care Room Service edits, we’re making it easier than ever for travellers to feel their best, whether they need a reset or simply the essentials they’ve left behind. This collaboration is an exciting step in our mission to make premium beauty more accessible, personalised, and seamlessly integrated into our customers’ lives.”
Keely Gough, Managing Director, LOOKFANTASTIC
The concept highlights how retail brands are increasingly using hospitality settings to create immersive, trial-driven experiences that extend beyond conventional channels.
Hyde London City x LOOKFANTASTIC Self-Care Room Service is available in all rooms from 13 April 2026, priced at £50 per edit. Rooms are priced from £212 based on two people sharing, including an à la carte breakfast at modern Turkish restaurant Leydi. To book, please visit: hydehotels.com/london-city/
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