Key takeaways on Selfridge’s revamped fragrance hall
- Selfridges has completed a two-year refurbishment of its London Beauty Hall, revealing a redesigned Fragrance Hall rooted in the store’s 1909 architecture.
- The new space houses 47 fragrance brands, including niche innovators and heritage houses, with more than 30 exclusives and 40 more to come.
- Renovation highlights include restored historical features, new carbon‑neutral counter tops and refurbished Christian Liaigre chandeliers.
- The Fragrance Hall offers an expanded services menu, from consultations to personalisation and expert residencies.
- Dior and Chanel are the ‘anchor’ brands with dedicated destinations and bespoke gifting options.
Selfridges has revealed its new Fragrance Hall as part of its iconic London store Beauty Hall renovation.
The Selfridges Beauty Hall is part of the Oxford Street store’s original 1909 configuration. Inspired by the novelty of Parisian retailers selling make-up and fragrance on counter tops in the early 20th century.
The original Carrara marble floors, marble columns, ceilings and bronze Oxford Street entrance doors and surround from 1928 are retained and four new counter tops have been added to the destination, complementing the historical architecture with carbon-neutral Dekton face finishes and patinated brass edge trim details.
Niche fragrance innovation meets luxury heritage
The Fragrance Hall completes the two-year renovation of the London Beauty Hall, which features an ever-evolving offer of more than 200 services – from on-counter quick fixes to full colour consultations, engraving and personalisation, and clinical residencies with leading beauty experts.
The new counters are home to 47 fragrance houses including niche brands such as Mind Games, inspired by the spirit of chess; Solferino with its with 10 genderless scents; and Seoul-based Born to Stand Out by Jun Lim, which was created to defy the traditional norms of East Asian beauty culture.
There is also a focus on exclusive fragrances too, with more than 30 of these, including Nishane Oudeous Cerasus and Discotheque Body Heat.
Melissa McGinnis, Director of Beauty Buying at Selfridges, said the new Fragrance Hall is designed to be a place that brings people together through scent. “Customers can discover the world’s most exciting fragrance brands in the original destination first conceived by our founder in 1909, with architecture that complements the sensory experience,” she explained.
Customers can also explore heritage brands including the prestigious British luxury perfume house Clive Christian, a royal favourite dating back to 1872, and Amouage, known for its hand-blended creations using fine and rare ingredients to bridge the gap between Eastern and Western perfumery.
The destination is designed for scent discovery, where customers can experience scents from Maison Crivelli, Marc-Antoine Barrois, Initio, Discotheque, Matière Premiere and Mancera.
Another 40 new exclusive fragrances are scheduled to follow from the likes of Clive Christian, Ormonde Jayne, Ex Nihilo, Parfums de Marly, Maison Margiela and Initio.
Meanwhile, the space is anchored by established heritage brands Dior and Chanel destinations, offering sit-down services and bespoke gifting options from both houses.