The most significant beauty retail destination outside of the capital has officially opened its doors to the public in Birmingham. The new 30,000sq ft beauty hall at the Bullring's Selfridges launched on Wednesday, November 26, 2025, marking a major expansion for the city's shopping scene.
A Vast New Beauty Destination
Situated on the third floor of Selfridges, the hall is a substantial upgrade from its predecessor. It now boasts an impressive 37 additional counters, bringing the total number of brands to more than 160. Shoppers can explore a comprehensive range of skin and hair care, make-up, and fragrance products, with expert advice from over 300 beauty specialists on hand.
Highlighting its importance on the national retail map, the hall features 30 brands that are exclusive to Birmingham. This includes the highly anticipated arrivals of Victoria Beckham Beauty and Lisa Eldridge, perfectly timed for the 2025 Christmas shopping season.
From Designer Labels to Cult Favourites
The brand line-up is designed to cater to every taste and budget. Luxury designer houses such as Dior, Gucci, and Armani have a prominent presence. They are joined by popular, accessibly-priced cult brands like Kylie Beauty and Morphe, ensuring a diverse shopping experience.
A key feature of the new hall is The Beauty Workshop, which focuses on 55 niche and speciality brands. Shoppers can discover labels such as Gisou, ColourWow, Tatcha, K18, Erborian, Axis-Y, and Wonderskin in this dedicated zone.
Exclusive Services and Gift Options
Beyond the extensive product range, the hall offers unique services for Birmingham residents. Personalisation is a major theme, with options for personalised monogrammed palettes at Hourglass and lipstick engraving at Gucci. A wide array of miniatures and gift sets are also available, covering various price points and including exclusive options.
With this grand opening, Birmingham solidifies its status as a premier retail hub, offering an unrivalled beauty experience that rivals London's best.
