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Following on from our recent discussions around the importance of physical retail in beauty, Westfield London has just seen the opening of immersive beauty space, byCircus, which is bringing digital beauty brands to bricks-and-mortar for the first time. The store features 12 beauty and wellness brands including Beached, The Spoiled Bee, True Skincare, Only Curls, Funky Soap, Willow, 31st State and Albus & Flora, among others. 

A spokesperson for the retailer said “byCircus was founded to bring back the curiosity and excitement around bricks-and-mortar store experiences, creating spaces where shoppers can truly experience brands and products in a unique way. The space has been designed to create wonder, connecting a curious and creative community with the brands pioneering the beauty industry tomorrow.”

The store is open until 31 December, and features decor including hanging clouds, falling ribbons and light sculptures. 

Paul Buttigieg, Unibail-Rodamco-Westfield’s Director of Commercial Partnerships Europe, added “We have seen close to 10% growth in beauty sales at our London centres in 2019 and have welcomed a number of digitally native brands into the physical retail space. We are always looking to bring our consumers new innovative brands with engaging experiences and we think this partnership with byCircus is a great example of that.”

Founded earlier this year, byCircus’ curation of beauty brands is said to be leading in terms of ingredients, sustainability and efficacy.