THE WHAT? Selfridges has lifted the curtain on a revamped beauty hall for its London flagship after considerable investment in a year-long renovation designed to optimize and refresh the space.

THE DETAILS According to a report published by WWD, the expanded space, which has borrowed space from former stockrooms, now hosts 300 brands, some 50 of which are exclusive to the Central Group-owned department store. Some 200 beauty services are on offer too.

THE WHY? Melissa McGinnis, Head of Buying Beauty at Selfridges, told WWD, “We have an amazing beauty business and we want to ensure that we’re allowing ourselves ever to evolve… We strive to create within a space different destinations that will allow our customers to shop in a way that marries up to their preferences.”