Selfridges and Dazed team up to open Dazed Beauty Space

By

Barbara Santamaria

Published
Mar 9, 2020

Dazed Beauty is moving into the physical world to host an experiential pop-up with a live programme of events at Selfridges until 19 April.

Making its debut on Monday, the Dazed Beauty Space is a 150 sq mt playground on the ground floor of Selfridges London. It has been designed by set designer Thomas Petherick, with abstract forms and a psychedelic floor inviting guests to challenge convention.

The six week-long programme of events open to the public includes live make-up tutorials, workshops and treatments with some of the beauty and creative industry’s leading names.  There will be a ‘Future Instagram Trend Make-Up’ talk with Ana Tak; a makeup masterclass with Lucy Bridge and Charles Jeffrey and a ‘dragover’ with RuPaul’s Drag Race UK star The Vivienne. 

Visitors can also shop the Dazed Beauty Edit, which will feature a curated selection of products from brands including Tom Ford, Morphe, Pat McGrath Labs, Uoma, MAC Cosmetics and Nars.

Bunny Kinney, editor-in-chief of Dazed Beauty, said: “This is the beauty counter of the future: where the digital and physical collide, and beauty is not simply what we wear on our faces, but what we project on our screens. Selfridges is the perfect partner to help us manifest this retail concept and event space, sprung from our wildest fantasies about what the future of the in-store beauty experience might look like, and brought to life by the Dazed Beauty community of creatives whose incredible and visionary work imagines what the future of beauty itself might hold”.

Sebastian Manes, buying and merchandising director at Selfridges added: “To experience beauty through the eyes and minds of the Dazed Beauty community is to experiment with the category’s vibrant and unstoppable potential. As ever, we are looking forward to an exciting future, as realised via Dazed Beauty’s vision for a thought-provoking, boundary-pushing destination in our London Beauty Workshop”.