The Knightsbridge, London, luxury department store has opened the doors to H Beauty in Essex
Harrods has officially opened its first beauty concept store in shopping centre Intu Lakeside in Essex, UK.
Originally announced in October 2019, H Beauty is a 23,000sqft space that aims to be a "game-changing, destinational beauty emporium" and attract consumers outside of London.
The luxury department store will open a second pure cosmetics location in Milton Keynes in 2021.
The standalone store offers legacy prestige brandgs such as Chanel and La Prairie as well as a new wave of disruptor brands from Huda Beauty to Uoma and Nurse Jamie.
Annalise Fard, Director of Beauty, Fine Jewellery & Watches and Home at Harrods, described H Beauty as a "significant addition to the beauty landscape".
"I see beauty as the entry point into luxury and it’s very exciting to be able to take the excitement and engagement for beauty and really deliver it to a customer on a wider platform,” she said.
"Harrods has vast authority and strong brand relationships within the beauty industry which has provided us with the opportunity to offer H Beauty customers both well-recognised brands that they know and love very much directly from Knightsbridge as well as an exciting array of entirely new brands that can only be found at H Beauty."
In-store services include facial area Skincare Station, virtual try-on make-up mirrors, and the blow dry and make-up demo space Playtable.
A click-and-collect service, champagne bar and product personalisation service will also be available to shoppers.
Mia Collins, Head of Beauty at Harrods, added: “H Beauty has really bold ambitions, but they’re ones that are entirely befitting of this amazingly vibrant and dynamic category that is beauty and to have the opportunity to pair this with equally vibrant and dynamic communities across the UK is nothing short of epic.
"Through H Beauty we are bringing the essence and magic of beauty at Harrods to a bigger audience and we can’t wait to debut this concept in Essex – home to some of the UKs most discerning beauty consumers."