After a year-long renovation, London’s most iconic department store in Knightsbridge reveals its new skin care emporium.

The beauty department of London’s most famous department store has undergone a major facelift.

Harrods’ Beauty Hall recently unveiled a new look, complete with a 9,000 square-foot space comprising 40 curated brands, from dermo-cosmetic skin care to organic natural brands, with accompanying tools and devices to suit a range of skin care needs.

The skin care emporium, part of a 50 percent increase in Harrods’ beauty retail space by 2020, is phase two of a major re-development. Part one consisted of a color cosmetics and lifestyle brand renovation, which opened in summer 2019. A third—and final—phase will be complete at the end of January, and consists of a beauty concierge, and a masterclass and treatment room.

With customers spanning all age groups, Harrods aimed to create a beauty wonderland that celebrates diversity and individuality. Luxury skin care brands such as La Mer, La Prairie, Natura Bissé, Clarins and Estée Lauder are displayed on marble plinths and hold pride of place in the center of the space. Close by are dermatologist skin care brands, including Perricone MD, Dr. Sebagh, Révive and 111Skin (whose Celestial Black Diamond Eye Mask combines bio-cellulose technology with a time-release formula).

Natural, organic and chemical-free brands also hold sway, with brands such as Tata Harper, Fresh Beauty, Sunday Riley, Darphin and Votary as part of the lineup. Votary’s Super Boost Night Drops – CBD and Strawberry Seed, has launched exclusively at Harrods. Wildsmith Skin, whose range of skin care is made with sustainably-sourced botanicals and plant-derived bio-actives, makes its U.K. debut at Harrods, as well.

J-Beauty occupies key real estate on the floor. Clé de Peau Beauté makes its European debut at Harrods, with a spotlight on super-luxurious La Crème promising to tighten and retexture skin, alongside Shiseido, Sensai and cult Japanese brand Decorté, which also launched in the U.K. exclusively at Harrods.

Other notable areas include an Icons Wall, which features standout products such as Dr. Barbara Sturm’s Hyaluronic Acid, Eve Lom Cleanser and BioEffect EGF Serum. BioEffect was founded by three Icelandic scientists who discovered a way to bioengineer a plant-based human replica of epidermal growth factor in barley plants.

There’s also gadget area showcasing cutting-edge devices by brands such as NuFace, BeautyBio (featuring its GloPRO Pack N’ Glo Microneedling set) and Foreo, as well as consultation spaces where shoppers can test products, and receive expert advice from beauty consultants.

There are no traditional, behind-the-counter department store areas. Sales consultants stand alongside shoppers, making the retail experience more personal and interactive.

The renovation takes its inspiration from Harrods’ history as a stately residence, with each room offering an elegant, Art Deco ambiance. Illuminated skylights, cream tones and a light, fresh palette complement the marble pillars, and create an aura of high luxury alongside the signature Harrods olive green and gold branding colors.

Expansion plans continue apace. Harrods recently announced the launch of H Beauty, new standalone Harrods beauty boutiques that will open across the U.K. in 2020.