New retailer on the block: After Beauty opens experience-led store

The five-story immersive townhouse is complete with a meditation zone and vanity space

New beauty retailer After Beauty has opened its doors to bring consumers in London, UK, the latest cult products and in-store experiences.

Situated in the UK capital’s Piccadilly area, the space is designed to be an experience-led destination where customers can shop their beauty favourites and discover new brands.

Across the five-story townhouse customers can visit the meditation zone on the spa floor, trial make-up products at a ‘selfie-ready vanity space’ and receive treatments including manicures, lash lifts and facials.

Stocked in store are products from cult brands including Milani, Beauty Blender and Sachajuan, as well as international players such as Elemental Herbology, Murad and Dermalogica.

“We know experience is everything and this has been a consideration for every floor,” said co-founder Jerry Taechaubol.

“We really wanted to boost the British high street with a space that feels personal, refreshing and contemporary.”

Meanwhile, Taechaubol’s co-founder Zanelle Lim said the duo wanted to inject some fun and excitement back into the beauty industry.

“We wanted to create a destination for beauty-obsessives to lose themselves in a world of products, colour and creativity.

“Customers have a better understanding of products now than ever before, so we want them to throw out the rulebook and discover new things.”

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