Last week, BeautyMART arrived on the 3rd floor of Harvey Nichols. Behind this new retail concept is beauty journalist Anna-Marie Solowij and brand creative Millie Kendall (founder and creator of Ruby & Millie and Scarlett & Crimson), who have over 20 years experience in the beauty industry each.
BeautyMART features a carefully edited selection of niche, luxury and affordable beauty products from over 100 brands. There aren’t many beauty stores where you can see hard to find French pharmacy products next to WAH Nails silver nail foils and lemon-scented Denman hairbrushes.
The open-plan store is designed in cool black and neon and products are displayed closely together on shelved walls and free-standing stations. It’s the antithesis of the minimal, stark white look favoured by many luxury beauty brands, making it more accessible to a younger customer.
One of the star products is Bioderma, micelle solution that has built up a cult following among make-up artists, models and ‘in the know’ beauty fans. There are also luxurious hair products by Davines, Leonor Greyl and Byron and natural skincare hero products by Melvita, Weleda, Jurlique and Yes To Carrots.
Vibrant make-up comes courtesy of Face Stockholm, Paul & Joe and Model’s Own and the high street is well represented with essentials by Batiste, Bourjois, Carmex and Revlon.
There is a special ‘Anna & Millie Love’ wall, featuring their favourite products which include deliciously-scented Monoi de Taihiti and adorable illustrated make-up carry cases. I even discovered a new ‘ecorganic’ Stockholm-based beauty brand called Estelle & Thild.
I loved the nail wall, which has everything you need for DIY nail art alongside luxurious nail care treats. Another highlight is the selection of mini sizes of products, which are perfect for travelling or testing a product before splurging on a full-size.
BeautyMART is now open in Harvey Nichols London and will be launching at Harvey Nichols Liverpool in October. Soon to follow will be its first stand-alone store and there are plans to roll out the BeautyMART vending machine to train stations, night clubs and other public places for an emergency beauty fix.
BeautyMART is such an exciting concept, as it offers something exciting for everyone on all budgets and the vending machines are an ingenious idea. After launching with so many great brands, I’m looking forward to seeing which products will appear in BeautyMART next.
For more information, visit: beautymart.co/blog
All images by BeautyMART
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