Puig-owned make-up brand Charlotte Tilbury, British skin care label Elemis, and fragrance specialist Jo Malone London are among the beauty businesses that will feature at the return of Covent Garden's annual beauty festival.
The ten-day event, which has been reimagined as ‘Beyond Beauty’ for 2026, will take place from 4 to 13 September at the iconic London shopping destination’s piazza and surrounding streets.
The new theme builds on the 2025 beauty festival’s ‘Big Beauty’ motif, going further to explore and celebrate the “people, ideas, experiences and innovations shaping the industry today”, according to Shaftesbury Capital, the majority estate owner of the Covent Garden area.
Space NK, which was originally founded in Covent Garden, has been named as experiential partner for Beyond Beauty.
This will see the Ulta Beauty-owned business transform the Piazza into an immersive beauty playground for visitors to explore.
The Beyond Beauty campaign will include exclusive pop-ups, launches, brand offers and expert masterclasses from fragrance brands including Chanel, Dolce&Gabbana, and Penhaligon's.
Make-up brands NARS, French cosmetics and skin care maison Guerlain, beauty business Tom Ford, and more are also set to feature.
Further details about the festival’s programme will be announced over the coming month.
The event runners have teased the inclusion of prominent industry voices, who will host talks exploring themes such as seasonal beauty essentials, future hero products, wellbeing, and fragrance fundamentals.
Catherine Riccomini, Director of Marketing and Communications, Shaftesbury Capital, said: “Beauty is one of the defining categories at Covent Garden, and Beyond Beauty reflects the strength of that offer.
“Bringing together over 80 brands across the neighbourhood allows us to showcase the depth of our retail mix while driving footfall, dwell time and cross-category spend across the whole estate during a key trading period.”
The launch of Covent Garden’s 2026 beauty festival will follow a surge in festival activity from prominent beauty retailers to tap new audiences.
This includes LVMH-owned retailer Sephora bringing its Sephoria experience to the UK in October, and South Korean retail chain Olive Young launching its K-beauty party event in the US as it tries to crack America.
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