Selfridges encourage greater wellbeing with the launch of SUPERSELF

by | Feb 7, 2022

World-renowned British department store Selfridges has announced it’s creative theme for 2022: SUPERFUTURES, launching first with SUPERSELF.

SUPERSELF begins with the idea of inner wellbeing, with the project offering an ‘unexpected journey of self-discovery for visitors to both physical and digital stores’. Coining the term ‘feel-goodness’, Selfridges are launching a number of activations, encompassing personal innovation, self-care and positivity.


Founded by British Beauty Council Advisory Board Member, Sharmadean Reid MBE, The Stack World is partnering with Selfridges to provide a new kind of Retail Therapy. This partnership will offer an array of ‘enlightening sessions’, from breath work to confidence coaching, with expert practitioners selected in collaboration with The Stack World community.


As well as the various activations available, SUPERSELF will feature a carefully curated selection of products which promote a ‘future-ready’ mindset, including a collection of innovative beauty and lifestyle offerings.


“We are excited for customers to experience SUPERSELF, the first part of our creative theme for 2022, SUPERFUTURES. It is all about exploring ways to help our customers ‘live brighter’ – from feeling good to living more sustainably. We’re reconsidering retail therapy, connecting our customers with self-development therapy and coaching sessions – from sex therapy to confidence coaching to gut health and nutrition, in partnership with The Stack World. We’re experimenting with mood-boosting pods, in the form of ‘techno-delic’ head-trips with Sensiks. And we’re bringing to the fore the myriad of ways Selfridges can help you become your SUPERSELF – through fitness, sustainability, beauty, food, creativity and more.”

– Emma Kidd, Selfridges acting Creative Director


In addition to the physical activations in-store, the Selfridges website and social media channels will host exclusive content from AR and 3D animation studio YONK.

Latest posts:

How to trade in China, according to beauty trading experts

How to trade in China, according to beauty trading experts

UK success stories in the Chinese market feel novel. Take British brand's Vitabiotics expansion which has seen 30-40% year on year growth in the market since 2015, or, Argentum Apothecary's launch into China Duty Free just a year after making the jump. BeautyMatter is...

How much filler did Alice Hart-Davis’ MRI reveal?

How much filler did Alice Hart-Davis’ MRI reveal?

Originally published by Alice Hart-Davis, founder of The Tweakments Guide and member of the Council's Policy Committee, this article explores how long dermal fillers really last in the face. Alice says herself: 'Just how long can temporary dermal fillers last in the...


Stay on top of what's happening across the British beauty industry with our weekly news updates, delivered straight to your inbox.

Thanks for subscribing to receive news updates from the British Beauty Council.

Pin It on Pinterest

Share this on social: