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Beauty brand Elemis has opened its first UK store at 23 Monmouth Street in Covent Garden’s Seven Dials neighbourhood.
Elemis’s Seven Dials store has been designed to bring its “feel-good” skincare to life. Spanning 1,000 sq ft the space immerses customers, boasting interactive features such as a product play table with digital halo screens that reflect the weather to bring the outside in, aligning with Elemis’s commitment to harnessing the “power” of natural ingredients and scientific innovation.
An in-store scent experience enables visitors to experience the distinct aromatics of the brand’s pro-collagen cleansing balm, and an LED kinetic wall surrounds the treatment area, featuring a bespoke organic pattern that evokes the “vibrational frequency” of plants.
The new Monmouth Street location has been created using sustainable materials and featuring a specialised multi-brand “Beauty Drop and Swap” recycling area, where customers can recycle existing beauty product packaging in exchange for a complimentary pro-collagen cleansing balm.
In a nod to Elemis’s spa heritage and 360-degree approach to skin wellness, the brand has developed four new treatments which are available exclusively in the new retail space, all of which start with a comprehensive skin consultation.
Susan Harvey, UK general manager at Elemis, said: “As a beauty brand deeply rooted in British heritage, Covent Garden’s historic Seven Dials neighbourhood is the perfect home for our first-ever stand-alone store. We are delighted to bring our vision to life and create a multi-faceted, immersive space that reflects Elemis’s character, where even more people can experience our holistic approach to skin wellness and innovation.”
Michelle McGrath, executive director, Shaftesbury Capital, said: “Marking yet another debut from a globally renowned retailer, Covent Garden is the perfect destination for a leading beauty pioneer to flourish and innovate with its debut standalone store.
“This expansion underscores Covent Garden’s reputation as a premier destination for ground-breaking beauty experiences and is further evidence of the continued momentum of leasing activity in the Seven Dials neighbourhood.”
