Selfridges has unveiled plans for a major upgrade to its Beauty Hall at its Birmingham Bullring store. At 30,000 sq ft, it becomes its largest beauty space outside of London.

The expansion increases dedicated retail beauty floor space by 20%, adding 37 new counters. This brings the store’s total beauty portfolio to more than 160 brands, 30 of which will be exclusive to the Birmingham location.

The renovation is rolling out in two phases with this week seeing the launch of the Beauty Workshop, a new space focused on experimental, niche, and founder-led brands that includes Gisou, Tatcha, K18, and Korean skincare labels such as Erborian and AXIS-Y.

The perimeter wall showcases 55 curated brands and will serve as a rotating stage for pop-ups and activations.

In November, the transformation will be complete with a flagship fragrance hall, featuring luxury brands such as Loewe, Le Labo, Maison Francis Kurkdjian, and Parfums de Marly.

The investment “reinforces Selfridges’ strategy to position beauty as a core pillar of its stores, with a focus on services and experiences”, it said.

Birmingham customers will now have access to 210 beauty services across make-up, skincare, nails, and wellness. Highlights include treatments from holistic beauty expert Dimple Amani such as lymphatic drainage, and a dedicated Bio Sculpture nail studio is scheduled to open in 2026.

Sam Watson, store director, Selfridges Birmingham, said: “For more than 20 years, Selfridges has been at the very heart of Birmingham’s Beauty community. This renovation broadens our beauty offering with even more exciting and exclusive brands, innovative experiences, and the very best team.”