Elemis opens its first UK stand-alone store in London

The luxury skincare brand brings its innovative concept store to Covent Garden


By Mark Smith

10 July 2024

Luxury British skin wellness brand Elemis has opened its first UK stand-alone store in the heart of Covent Garden in London.

The new store, on Monmouth Street, promises to fully immerse customers in the world of Elemis through interactive features.

These include a product play table and sensorial scent experience alongside exclusive new facial treatments. The store will also present exclusive offers and showcase new product launches.

Noella Gabriel, co-founder and global president, Elemis

“Our first standalone retail store in Covent Garden is a pivotal moment for the brand in our home market.”

Noella Gabriel

Co-founder and global president, Elemis

Elemis: Style by design

The design concept, by Etch, features circular digital halo screens positioned above the product play table to bring the outside in by reflecting the weather outside.

A sensorial scent experience enables customers to immerse themselves in the aromatics of Elemis’s bestselling Pro-Collagen Cleansing Balm.

An LED kinetic wall surrounding the treatment area at the rear of the store features a bespoke organic pattern evoking the vibrational frequency of plants.

“As a British skin wellness brand born in London over 30 years ago, the launch of our new stand-alone store on Monmouth Street will allow us to further cement Elemis’s global renown, delivering an experience to local and overseas customers like no other,” said Noella Gabriel, co-founder and global president, Elemis.

Elemis store Covent Garden
Elemis has opened a new store in London's Covent Garden

Staying true to Elemis’s spa heritage

Staying true to the brand’s spa heritage, the Elemis store introduces four new treatments which are available exclusively in the store’s new Skin Studio.

Combining high tech and high touch, each treatment takes place on a zero-gravity Gharieni treatment bed. This features transformative sound and vibration therapy to help reset the skin, body and breath.

The treatments start with a comprehensive skin consultation using Visia skin analysis, a chargeable medical-grade evaluation that uses multi-spectral imaging to reveal damage and signs of ageing on and beneath the surface of skin.

Four additions to the treatment menu

1. Lift + Escape: Firm, tone and renew

2. Resurface + Recharge: Smooth, refine & brighten

3. Freeze + Sculpt: Feel depuffed, refreshed and revitalised

4. Skin Sculpt: Sculpt, define and refresh in just 30 minutes

The treatments are enhanced with LED light therapy to invigorate skin, and negative ion technology to increase mental energy and alertness.

Elemis has created a new design for its store and retail space in Covent Garden
Elegant design and engaging spaces in the new Elemis store
LED light is used in treatments at the Elemis store in Covent Garden
LED light therapy features in treatments at this new location

Shining a light on sustainability

As a B Corp, Elemis has embraced sustainability principles in the store design. Durat, a sustainable material made from recycled post-industrial plastics, has been used to make the store’s worktop surfaces.

Most materials have been sourced from the UK and Europe to minimise transport emissions.

Energy-efficient LED lights have been installed throughout the store, as well as an efficient air conditioning system.

A  dedicated multi-brand recycling area, named ‘Beauty Drop & Swap’, has been launched in the store.

Created in partnership with MYGroup, the area will provide a drop-off service where customers can recycle existing beauty product packaging. These can be exchanged for a complimentary Pro-Collagen Cleansing Balm (10g).

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