Beauty brands grow in Covent Garden with new pop-ups
London’s Covent Garden estate under landlord Capco is continuing to see a raft of beauty openings and this spring has a number of debuts and pop-ups happening there.
Digitally native Scottish cult beauty brand Vieve opens its doors with a pop-up at 20 Floral Street from today until April 3. The boutique includes the new Muse collection, as well as the wider product offering. Offers for the period include complimentary beauty consultations with a Vieve make-up artist and a limited edition sweatshirt, exclusive to shoppers at the Covent Garden store.
Also this spring, The Inkey List will open at 2/3 James Street, offering an “immersive” skincare journey and the opportunity to win prizes. Starting with the Hero Zone; Cleanse, visitors will have the option to take pictures and match up statements and questions that appeal to them with The Inkey List products. They will then learn about the importance of hydrating skincare, treating and moisturising skin as well as wearing SPF. Bespoke skincare consultations will also be available via walk-in or pre-booked appointments.
Also new is the recently-opened Guerlain boutique with the brand launching new products in-store this season.
Covent Garden — like nearby Seven Dials — has been a magnet for beauty brands in recent periods. Its beauty line-up currently includes Tom Ford, the first European Glossier boutique, Dior, Chanel, Deciem, Nars, Aesop, and Charlotte Tilbury.
On Wednesday, Space NK also announced it was upsizing there.
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