After Beauty opens Piccadilly ‘beauty playground’

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AFTERBeauty has opened a ‘beauty playground’ across a five-floor townhouse in Piccadilly London. Express treatments are on offer including  manicures, pedicures, body wraps, lash lifts & bespoke facials
After Beauty was designed as a destination for beauty-obsessives.
// After Beauty stocks more than 140 make-up, bodycare & grooming products across its new store
// Express treatments are on offer including manicures, pedicures, body wraps, lash lifts & bespoke facials
// A meditation zone is located under the stairs on the Lower Ground Floor.

After Beauty has opened a “beauty playground” concept store within a three-storey townhouse in Piccadilly. central London.

The immersive space aims to diversify the way customers discover beauty products and services, while offering a unique in-store and online retail experience.

More than 140 make-up, haircare, skincare, bath & body, fragrance, nails, lifestyle and grooming products are stocked in the townhouse.

Cult brands stocked include Milani, Beauty Blender, Dermalogica, Murad, SkinCeuticals, SKININC and Stila.


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After Beauty’s ethos is experience first, and shop second with each staircase designed to be captured on social media.

The store also features a teddy bear elevator to carry customers across the floors while a meditation zone is located under the stairs on the lower ground floor.

“We really wanted to boost the British high street with a space that feels personal, refreshing and contemporary,” After Beauty co-founder Jerry Taechaubol said.

“We know experience is everything – this has been a consideration for every floor.”

After Beauty encourages people to test, trial and play with products at the vanity stations without feeling pressured to make an appointment or purchase.

Express treatments are available from brands such as Dermalogica and SKININC.

Treatments will include manicures, pedicures, body wraps, lash lifts and bespoke facials.

With a focus on speed and convenience, all appointments can be booked in-store, online or through the beauty booking platform, Treatwell.

Staff have been trained to give honest recommendations to shoppers across the full brand offering, moving away from the traditional ‘beauty hall’ approach where teams are brand-specific.

“Customers have a better understanding of products now than ever before, so we want them to throw out the rulebook and discover new things,” After Beauty co-founder Zanelle Lim said.

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