Selfridges Birmingham has opened the first phase of its newly renovated beauty destination, expanding its offering by 20% and creating what is now the largest beauty hall in the UK outside of London. The 30,000 sq ft space introduces 37 new brand counters and over 210 services, designed to enhance the customer experience through variety, innovation and personalisation.
The new destination, situated within the Selfridges Birmingham store, now features more than 160 beauty brands, 30 of which are exclusive to the city. The latest additions include Victoria Beckham Beauty, Lisa Eldridge, Fenty Beauty, Hourglass, Morphe, Kylie Cosmetics and Benefit. Fragrance brand Sol de Janeiro is also launching its first-ever UK counter at the site.
As part of the expansion, the Beauty Workshop has now opened. This section of the store highlights curated products across skin, body, colour and hair, with an emphasis on niche, emerging and founder-led brands. The space includes a 30-metre wall featuring 55 brands, including Gisou, ColourWow, Tatcha, K18, and Korean skincare labels such as Erborian, Axis-Y and Wonderskin.
Opening weekend events from 3–5 October include masterclasses and intimate workshops as part of the Beauty Series, offering customers an educational experience with participating brands.
In November, Selfridges will complete the second phase of the launch, revealing a new flagship fragrance space featuring 65 brands. Exclusive to Birmingham, this section will host fragrance labels such as Loewe, Le Labo, Maison Françis Kurkdjian, Maison Crivelli, Parfums de Marly and Mind Games.
The expanded space also supports the store’s Reselfridges initiative, offering refillable and reusable products from over 60 brands, including Suqqu, Dior, Guerlain, MAC, Ouai, Le Labo and AESOP.
A central component of the redevelopment is the focus on services. Selfridges Birmingham now offers over 210 beauty services, from colour consultations to specialist treatments. The Beauty Concierge allows customers to book appointments across brands. A new menu of services includes options such as the Beauty Bag Makeover and the Selfridges Beauty Tour.
Future additions include a dedicated Bio-Sculpture nail space in 2026 and specialist services from Chanel and Dior. Holistic beauty expert Dimple Amani has joined the Birmingham team to offer lymphatic drainage treatments as part of the store’s wellness offering.
Sam Watson, Store Director at Selfridges 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.”
