Westfield hosts pop-up for purpose-led beauty brands

30-Nov-2021

All My Beauty is a six-month retail venture from Beauty To Retail UK

Beauty company Beauty to Retail and Westfield White City have joined forces to launch All My Beauty, a pop-up dedicated to 'purpose-led', niche brands.

The six month pop-up, open to shoppers until 1 June 2022, is located in London’s Westfield, White City shopping centre.

Participating brands include inclusive France-based hair care label Shaeri, colour cosmetics brand All Tigers (which donates 1% of its annual sales to support the preservation of tigers), Merci Handy, Be+Radiance, Horace and Little Butterfly London.

With the closure of many bricks-and-mortar stores since the Covid-19 pandemic began, the Beauty By Retail’s aim in curating the pop up is to “show resilience in the physical world of retail”.

To cement the pop-up’s ethical credentials, All My Beauty has partnered with UK Charity Beauty Banks, which supports people living in hygiene poverty with donations of personal care and hygiene products.

On 1 December Beauty Banks’ co-founders Sali Hughes and Jo Jones will join Westfield shoppers for a beauty Q&A session.

“We are so happy to have landed at Westfield White City and be able to introduce UK audiences to a collective of niche beauty brands that we are driving forward under the umbrella of sustainability for a greener Christmas," said Virginie Duchatelle, founder and General Manager at All My Beauty.

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A personalisation station will also be available to shoppers for the four weekends leading up to Christmas Eve.

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