Westfield London opens beauty space, byCircus, bringing digital beauty brands to B&M for first time

To celebrate the very best in beauty innovation, Westfield London will open the doors to a unique beauty experience store, byCircus, featuring 12 of the most cutting edge, online beauty and wellness brands in a physical shopping environment for the first time.

ByCircus opens from 29 November to 31 December, welcoming shoppers to enjoy an immersive beauty journey. The store will be a true feast for the senses with visual installations including a maze of clouds floating from the ceiling, colourful tumbling ribbons and vivid light sculptures, designed by the best artists, creatives, designers and makers to bring art, education and product discovery to the forefront.

With online sales making up 16% of overall retail sales in the UK, it’s no surprise that online beauty is big business, mostly the growth in the beauty industry is driven by brick-and-mortar and the studies show 73% of Gen Z customers prefer to discover new products in stores. Westfield London has been leading the way in bringing online brands into retail spaces for the first time and this launch sees Westfield London together with byCircus create  an exclusive space for customers to see the latest beauty trends and test out their favourite online-only products before they buy, for the very first time. 

Spokesperson from byCircus: “byCircus was founded to bring back the curiosity and excitement around brick-and-mortar store experiences, creating spaces where shoppers can truly experience brands and products in a unique way. We’re extremely excitaed to bring our latest instalment “Beauty” to Westfield London. The space has been designed to create wonder, connecting a curious and creative community with the brands pioneering the beauty industry of tomorrow.”

Paul Buttigieg, Unibail-Rodamco-Westfield’s director of commercial Partnerships Europe comments: “We have seen almost 10% growth in beauty sales at our London centres in 2019 and have welcomed a number of digitally native brands into the physical retail space including the likes of Morphe in Westfield Stratford City and Pyramid in the Carrousel du Louvre in Paris. byCircus will offer a unique experience for shoppers, which is something that we’re extremely passionate about. We are always looking to bring our consumers new innovative brands with engaging experiences, and we think this partnership with byCircus is a great example of that.”

Each of the brands housed at byCircus have their own online success stories:

The Spoiled Bee was founded by a mother/daughter duo, France & Violette, who are passionate about homemade natural & botanical cosmetics. Their worldwide travels to different corners of the planet enabled them to accumulate a wealth of knowledge and first-hand experience of natural beauty ingredients. All of their products contain superfood ingredients, are free from harsh chemicals, environmentally friendly and ethical.

True Skincare offers certified organic, 100% natural, waterless skincare at an affordable price. True was founded by Emma Thornton, whose experience working in beauty marketing and frustrations with the industry led her to create her own brand, designed to help everyone feel beautiful, at an attainable price point. 

OnlyCurls is a London based company, founded by curly haired Lizzie Carter, who began packing her first orders at her kitchen table in 2016. Since then the brand has grown hugely and is on a mission to encourage curly haired girls to ditch the chemicals, forget the straighteners and start embracing their natural waves!

FunkySoap craft high-quality skin and hair products, designed to nourish your skin and be kind to our planet. They are created using a cold and hot process method, containing only pure oils and butters, free from SLS, parabens and harmful preservatives.

Willow is a British family owned company, founded by Sue Stowell and her daughters in 2007. They have been developing certified natural and organic beauty products and gifts which boost your skin’s vitality, hydrate intensely, and provide age-preventative solutions to help your skin detox from the chemical world.

31st State is the brand founded by Stephanie Capuano. The story behind her business began when her teenage sons started to have skin problems. With a lack of natural products for teenage skin on the market, she created a natural skin care brand devoted to teenage boys in all their smelly glory.

Albus&Flora offer timesaving, pleasurable and beautiful products inspired by the beauty in everyday small things. Learning from alpine plants’ and their ability to adapt to changing conditions; Albus&Flora use modern botanical formulas to help the skin to do the same.

Beached was founded in 2017 by Meg Gallagher who was inspired on a trip back home to Australia, by the effortless, sun kissed glow that women wore after a day at the beach. She wanted to bottle it up and bring it back to the UK and with that Beached was born, a range of natural cosmetics, to make women feel beautiful, no matter whether they are at the office or the beach.

MEMI Makeup was started with the dream of creating luxury but affordable, trend-led makeup products, that stand out in one’s makeup bag. The products are of the highest quality, timeless, fun, beautifully packaged and most importantly, available at an affordable price.

Glo&Ray is a British cosmetics brand founded by Saif Pathan. With over a decade of experience in the beauty and cosmetics industry, the brand was created to bring together the two most important elements in make-up: colour and light. Glo & Ray’s edgy yet elegant products attract a cult following among beauty editors, bloggers and makeup artists globally.

Laponie is a no-nonsense skin care range from Scandinavia, inspired by cult 80s Finish skincare brand of the same name, they design their products for ‘skin days’ rather than ‘skin types’. Founded by Kristina who suffers from extremely reactive skin, every product is formulated with just a few choice ingredients such that each product delivers on exactly what it promises and is suitable for even the most sensitive of skin types.

Naturelle by Iqra Kahn was launched in 2016 by Iqra Kahn to provide a solution for those suffering from problematic skin. Handmade by her team in Birmingham, the brand offers natural, organic and cruelty-free skincare products which are full of antioxidants.