A pioneering beauty playground has opened in Piccadilly this month: AFTERBeauty is the first beauty experience concept of its kind, combining a new immersive space where customers can experiment and play with products and services.
AFTERBeauty also offers express treatments in a space that feels worlds apart from the busy streets of central London. Services will be delivered through internationally-renowned brands such as Dermalogica, Haute Custom Beauty, SkinCeuticals and SKININC – a new brand pioneering bespoke skincare solutions. To begin with, treatments will include manicures, pedicures, body wraps, lash lifts and bespoke facials. Everything centres around speed and convenience and all appointments can be booked in-store, online or through the 24/7 beauty booking platform Treatwell, who are also a patron of the British Beauty Council.
The shop has been created as an experience first and shop second. Every staircase is ‘selfie-worthy’ and there is even a meditation zone under the stairs on the lower ground floor.
AFTERBeauty experts have been trained to give honest recommendations about products, moving away from the traditional retail concept where beauty assistants are often brand specific.
The space encourages people to test, try and play with products to their heart’s content.
Co-Founder Zanelle Lim says, “After Beauty was founded to bring fun and excitement back into the beauty industry. We wanted to create a destination for beauty-obsessives to lose themselves in a world of products, colour and creativity. Customers have a better understanding of products now than ever before, so we want them to throw out the rulebook and discover new things”.
Their website is coming soon; keep your eyes peeled for more details.