Selfridges unveils Beauty Workshop with ‘unbranded manicures’ and dry shampoo blowdrys

Beauty hall triples in size and welcomes 50 new brands

Selfridges, the UK department store retailer, has launched an extension to its beauty hall called The Beauty Workshop.

The Beauty Workshop was created as a one-stop hub for consumers not only to buy the latest brands and products, but also trial beauty services on the shop floor. Over 50 new brands have been unveiled in The Beauty Workshop, which is now part of Selfridges’ 5,000 square foot space dedicated solely to beauty.

As well as buying products, consumers are now able to book appointments for a range of different services in store. Services on offer include unbranded manicures and pedicures at The Paint Shop by nails inc. – the first nail bar to allow consumers to choose their polish from a range of brands; dry shampoo blowdrys at the Hersheson Blow Dry Bar; threading services at Blink Brow Bar; tanning treatments at St Tropez Skin Finishing Studio; facials and massages at Groom; and the application of real hair wefts or extensions at Weave Got Style.

Jayne Demuro, Selfriges head of beauty, said: “For years Selfridges has been the most successful beauty hall in the world. It was our founder Gordon Selfridge who revolutionised the way the world retailed beauty, by placing this department at the front of the store. With this retailing innovation in our DNA we are always striving to bring new experiences to our customers.”

Opening last week, the Beauty Workshop has already sold approximately 7,000 nail polishes, 400 blow dries and 2,000 lipsticks.