In another solid endorsement for physical retail, THG’s online pureplay prestige beauty retailer Lookfantastic is opening its first ever permanent concept store, “redefining retail as community-driven and educational”.

The Altrincham, Greater Manchester store aims to building on the success of its trial pop-ups, “bring[ing] the online beauty world to life” and designed “to educate customers about the brands, and products through the in-real-life experience”. 

One of the opening highlights will be the interaction of the world’s first Color Wow salon in-store. The store also includes a vibrant colour-coded zoning system that guides shoppers through different product categories. 

From skincare to fragrance, it also features the brand’s ‘The Box’ beauty box service, allowing customers to curate their own personalised collections. 

Key features also include over 90 beauty brands with exclusives such as dermatologist-founded brand, Dr Loretta; democratised expertise, and access to expert advice from industry insiders and multi-brand specialists; in-store beauty experts, including dedicated skin health professionals; beauty services include a range of treatments from Color Wow salon and Dermalogica; monthly beauty pop-ups, featuring collaborations, new launches, and limited-edition products; a recycling station; and the Beauty Bar, a dedicated space for beauty services, events, and social experiences.

Instead of traditional product window displays, the store also has a Spotlight Stage, located at the front “for creative and experiential pop-ups beyond pure product” alternating monthly; and dedicated ‘quiet hours’ for customers seeking a calmer environment.

Lucy Gorman, CEO of THG Beauty, said: “This innovative retail space goes beyond products, offering a unique and immersive beauty destination. It perfectly complements our omnichannel strategy, bridging the gap between our established online community and the success of our pop-up events.”