Birmingham's retail landscape has been permanently transformed with the grand opening of a monumental new beauty destination at Selfridges in the Bullring shopping centre. This landmark development, which completed its phased rollout on Wednesday, November 26, establishes the city as a premier hub for luxury cosmetics, skincare, and fragrance.
A New Epicentre for Beauty Enthusiasts
Positioned on the store's third floor, the new hall is a significant expansion of Selfridges' former beauty offering. It represents the pinnacle of a year that has seen Birmingham become a focal point for beauty, with major launches from Sephora, Pureseoul, and Space NK. However, the Selfridges development stands apart due to its sheer scale and ambition.
The gigantic 30,000 square foot space is now officially the largest beauty hall outside of London. This expansion has increased Selfridges' total beauty offering by an impressive 20%, creating an unparalleled shopping experience.
An Unrivalled Collection of Brands and Services
Shoppers are now greeted by an extensive array of over 160 beauty brands, supported by a team of more than 300 dedicated beauty experts. The hall features 37 new counters, introducing coveted names such as Victoria Beckham Beauty and Lisa Eldridge to the Birmingham store for the first time.
A major coup for the city is the debut of Sol De Janeiro's first-ever UK counter, offering its popular creams, fragrances, and gift sets. The hall also retains firm favourites like Mac, Armani, Charlotte Tilbury, and Nars, ensuring a comprehensive range of products.
The experience is designed to be immersive and interactive. The Beauty Workshop boasts a 30-metre perimeter wall dedicated to 55 skin, body, colour, and hair brands. This includes emerging and established names like Gisou, ColourWow, Tatcha, K18, and a strong selection of Korean skincare from Erborian, Axis-Y, and Wonderskin.
For fragrance aficionados, the hall provides a new exclusive Birmingham home for prestigious houses including Loewe, Le Labo, Maison Françis Kurkdjian, Parfums de Marly, Maison Crivelli, and Mind Games.
Expert-Led Experiences and Personalised Service
Beyond product discovery, the hall offers an extensive menu of 210 services. Customers can access everything from on-counter colour consultations to expert-led treatments including manicures, pedicures, facials, and massages.
To help navigate the vast space, a central Beauty Concierge counter is available for booking services, arranging tours, and providing personalised guidance.
Commenting on the expansion, Selfridges store director Sam Watson said: "For more than twenty years, Selfridges has been at the very heart of Birmingham's beauty community. This renovation broadens our beauty offer with even more exciting and exclusive brands, innovative experiences and the very best team, here to offer inspiration, solutions and expertise."
He added that the increased space gives customers "even more reasons to spend time with us in store, with new products and services to discover every time they visit."
The Selfridges beauty hall is now open to the public, solidifying Birmingham Bullring's status as a must-visit retail destination.
