Westfield London gives shelf space to online beauty brands with byCircus launch

The new space will host 12 beauty and wellness brands

31st State product range

Westfield London is bringing online beauty brands into bricks-and-mortar with its latest retail concept.

Dubbed byCircus, the new space at the White City, UK, shopping centre will host 12 beauty and wellness brands that are only available online.

These include: The Spoiled Bee, True Skincare, Only Curls, Funky Soap, Willow, 31st State, Albus & Flora and Beached, among others.

A spokesperson for byCircus said: “byCircus was founded to bring back the curiosity and excitement around bricks-and-mortar store experiences, creating spaces where shoppers can truly experience brands and products in a unique way.

“We’re extremely excited to bring our latest installment ‘Beauty’ to Westfield London.

“The space has been designed to create wonder, connecting a curious and creative community with the brands pioneering the beauty industry tomorrow.”

Open until 31 December, the store will feature decor including hanging clouds, falling ribbons and light sculptures.

Paul Buttigieg, Unibail-Rodamco-Westfield’s Director of Commercial Partnerships Europe, added: “We have seen almost 10% growth in beauty sales at our London centres in 2019 and have welcomed a number of digitally native brands into the physical retail space.

“ByCircus will offer a unique experience for shoppers, which is something that we’re extremely passionate about.

“We are always looking to bring our consumers new innovative brands with engaging experiences and we think this partnership with byCircus is a great example of that.”

Founded earlier this year, byCircus’ curation of beauty brands is said to be leading in terms of ingredients, sustainability and efficacy.

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