After Beauty has opened a “beauty playground” concept store in Piccadilly, central London. The three-story townhouse is an immersive shopping experience with more than 140 makeup, haircare, skincare, bath and body, fragrance, nails, grooming and lifestyle products available.

Brands stocked in the shop include Beauty Blender, Milani, Dermalogica, Murad, SkinCeuticals, Stila and SKININC.

Each staircase in the shop provides a photo opportunity for Instagram-savvy customers. The shop also features a teddy bear elevator and a meditation zone.

“We really wanted to boost the British high street with a space that feels personal, refreshing and contemporary,” says Jerry Taechaubol, co-founder, After Beauty. “We know experience is everything – this has been a consideration for every floor.”
In addition to the Instagrammable experiences, shoppers can also book treatments in-store including manicures, pedicures, body wraps and facials. Focused on speed and convenience, all appointments can be booked in-store, online or through beauty booking platform Treatwell.

Customers are also encouraged to test and try as many products as they’d like throughout the store. Staff members are trained to give recommendations based on the whole of the store floor, as opposed to the beauty hall approach, which offers brand-specific recommendations. “Customers have a better understanding of products now than ever before, so we want them to throw out the rulebook and discover new things,” says Zanelle Lim, co-founder, After Beauty.