Hold onto your heated hair rollers. I have some rather exciting beauty news. Those who know more about creams, eye-liner, nail polishes and shampoos than the rest of us put together are launching something a little bit clever – BeautyMart.
Former beauty director of Vogue, Anna-Marie Solowij and Millie Kendall, of Ruby & Millie fame, have joined forces to create a highly edited cosmetics boutique selling their favourite beauty products sourced from around the world.
I met Millie at the Harvey Nichols press breakfast (the first of BeautyMart launched in Harvey Nichols last week) to hear how they came up with this – quite brilliant – concept. She explained that, as she had been living in LA for a number of years, she had immediately noticed that there was a gap in the UK cosmetic market: a beauty shop which could bridge the high street with the high end.
And, we all know how much we love to read the beauty pages in the weekend colour supplements. So why not simply stock slap which has been tried and tested by they-who-know?
I was already impressed. And also impatient to see how they would display these hero products. Imagine my delight to then hear from Millie that the boutiques would be complemented by vending machines which we might catch sight of in nightclubs, hotels, train stations, airports…. need I go on?
So when a trip to Boots feels more like an errand and a trip to SpaceNK feels too much of a treat, BeautyMart will be just where you want to choose your new conditioner/nail file/moisturizer.
BeautyMart is located on 3rd floor of Harvey Nichols, Knightsbridge.
A full e-commerce retail platform is scheduled for 2013.