// Westfield London opens immersive beauty space, byCircus, bringing digital beauty brands to bricks and mortar for the first time
// The store will feature visual installations and light sculptures
byCircus will open at Westfield London this Christmas bringing the newest cult online beauty brands to shoppers in-store for the first time
The beauty space will house 12 digital beauty and wellness retailers, including The Spoiled Bee, True Skincare, OnlyCurls, Albus&Flora, Beached, FunkySoap and Willow.
London based OnlyCurls encourages curly haired girls to ditch the chemicals and embrace their natural texture while FunkySoap products are free from SLS, parabens and harmful preservatives.
All the retailers have previously been online-only meaning shoppers can now try before they buy, for the first time.
Doors will open on November 29th till the end of the month and the store will feature visual installations and light sculptures.
“byCircus was founded to bring back the curiosity and excitement around brick-and-mortar store experiences, creating spaces where shoppers can truly experience brands and products in a unique way.” An byCircus spokesperson said.
The opening comes after Statista research revealed that online sales make up 16% of overall retail sales in the UK.