Flannels Beauty has officially landed and it's set to revolutionise the way we shop. Stocking big-name brands like Tom Ford, Le Labo, Patrick Ta, Charlotte Tilbury and Gucci, the luxury beauty destination has launched online and is sure to arrive with a store near you very soon…
Which brands does Flannels Beauty stock?
It's more like which brands don't Flannels stock. Alongside cult classics names like Tom Ford, Indie Lee, Estee Lauder and Kiehl's, Flannels has also secured the bricks and mortar exclusive on makeup brands Jouer and Patrick Ta. This means that Flannels Beauty is technically the only physical UK location where you can test, swatch and play with these coveted brands IRL. That's a pretty big deal.
What's different about Flannels Beauty stores?
Yes, the majority of beauty customers headed to the digital shelves during lockdown, but this month sees Flannels championing that beloved shop-floor beauty experience once again. Flannels Beauty stores will debut the world’s first 'beauty changing rooms'. What are 'beauty changing rooms'? A space where you can test and trial products alone, without being observed by other customers or staff. Deciding on the perfect new lip shade, foundation formula or highlighter takes time and consideration, both of which Flannels Beauty's innovative new 'beauty changing room' aim to provide.
Introducing The Flannels Beauty Changing Room:
Flannels Beauty stores will also house The Beauty Bar, a dedicated area that allows leading local beauty services professionals to hot desk their services within a luxury environment. Nail technicians take up residence at The Beauty Bar of Sheffield's Flannels Beauty store launch to reflect the area's thriving nail art scene. The continued evolution of each store will be tailored to the varying demands of each region in the UK.
Flannels have also recruited four of the UK’s leading beauty authorities to act as ambassadors for the brand. These beauty experts include celebrity makeup artist Nikki Wolff, fashion influencer Victoria Magrath aka @Inthefrow, Scottish beauty pro and creator Jamie Genevieve and universal tastemaker Melissa’s Wardrobe who is renowned for being one of the most influential creators on the scene. What a line-up!
Where are the Flannels Beauty stores?
The first Flannels Beauty store has opened in Sheffield's Meadowhall, with further store launches planned for Leicester and Liverpool later this year.
'Our initial beauty research showed that there has been a definite shift in the profiles of people shopping for luxury beauty, but that current beauty retailers have not adapted to meet the needs and appeal to a newly multicultural, dynamic, fluid and diverse customer,' says Michael Murray, Group Head of Elevation.
'With our strategy of regional expansion, we are already one of the key players focussed on rebuilding the UK high street, which is where Flannels began – and we have no doubt these regional beauty flagships will excel.'