In-store beauty – Pampering goes public

Ten years ago department stores were a one-stop destination for shoppers on the hunt for clothes, cosmetics and homeware, the convenience of having everything under one roof a real drawing factor.

Unsurprisingly, it didn’t take long for beauty brands to recognise the potential of using in-store space not only to sell their products but also their treatments. And so, cashing in on shopper footfall, more and more brands invested in an in-store presence, bringing beauty treatments to potential clients and securing partnerships with major retailers in the process.

From eyebrow threading to spa massages to injectables, the retail trend of in-store beauty treatments has seen rapid growth over the last 20 years. In the UK, scores of beauty brands are offering services in stores such as Boots, Debenhams, Harrods, House of Fraser, John Lewis, Selfridges and Superdrug. Even food retailer Tesco jumped on board the beauty bandwagon last year, offering budget haircuts and leg waxing from just £10.