Inside the new After Beauty emporium in London W1
From testing the latest skincare to cool treatments – the new London beauty store ‘After Beauty’ is a place to work (it), rest and play
It features 140 global brands (think Milani, Beauty Blender, Butter London, Sachajuan, and international players like Dermalogica, Elemental Herbology, Murad, SkinCeuticals, Skin Inc, Stila). Plus, there are exclusive collaborations with the likes of skincare brand Likami and, to date, there are over 4,000 potential products to play with. Furthermore, dedicated testing zones and multiple application stations so you can truly experiment with the products and try before you buy.
Co-founder of After Beauty, Jerry Taechaubol, says, 'From the outset, we have aimed to create a warm, inclusive community for Londoners and globetrotters to enjoy together. We really wanted to boost the British high street with a space that feels personal, refreshing and contemporary. We know experience is everything – this has been a consideration for every floor.'
Beauty treatments such as manicures, pedicures and facials are available to book (via Treatwell), and there are plenty of Insta-worthy corners, neon lights, floral walls – and the 'teddy-bear-lined lift' is also something to behold. Additionally, there's a chill-out zone so you can meditate and relax – and that, in the centre of London, is undoubtedly worth a visit in itself.
Find it: After Beauty 189 Piccadilly, St James's, London W1J 9ES
If you can't make it to the store, check out their online platform here.
Two other e-tailers that have also piqued our interest this month are SUSTBeauty for eco-friendly loveliness and FOUR Life (part of the brilliant salon in W1 for all your hair, skin and beauty needs).