Pure Beauty

London’s Seven Dials is fast becoming beauty’s new retail destination of choice

By Becky Bargh | Published: 17-Oct-2019

Beauty brands Aesop and Aime have chosen the Coven Garden district for their new stores

Beauty brands Aesop and Aime have chosen London’s Seven Dials area to open their latest stores.

It joins affordable skin care brand Deciem in the region, which opened its 1,265sqft space in 2017, and became the first destination for customers to purchase NIOD products.

Set to open on 16 Monmouth Street, Aesop’s new store will offer its range of plant-based and laboratory-made cosmetics, fragrances and homeware products.

Meanwhile, Aime’s shop at 55 Monmouth Street is the brand’s first-ever store to open in the UK.

The holistic Parisian brand stocks beauty supplements to help improve complexion and overall skin health.

Commenting on the new space, Sam Bain-Mollison from retail investment firm Shaftsbury said the new openings were a credit to the “authentic and eclectic” style found throughout Seven Dials.

Five fashion brands have also tapped the area to open their new stores.

Bain-Mollison added: “As well as growing the retail appeal of the area, these six new brands have been strategically positioned to strengthen the existing character of Earlham Street as a menswear hub and Monmouth Street as the home of contemporary design, fashion and lifestyle.”

Today, Seven Dials is home to a host of beauty brands including Benefit Cosmetics, Neal’s Yard Remedies, Sakaré and blow LTD.

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