Burberry Beauty is set to elevate its cosmetics game with the launch of its first boutique at Selfridges London, situated in the department store’s newly revamped beauty hall. Scheduled to open on December 4, the boutique will showcase Burberry’s complete makeup and fragrance range, offering shoppers an immersive experience.

“This will be the only boutique in Europe from which to trial and purchase Burberry make-up products and their full range of fragrances,” the brand stated, emphasizing the exclusivity of the Selfridges location. A dedicated beauty counter within the boutique will enable customers to test and explore Burberry’s latest products.

Amidst a year of new releases, including the Beyond Wear Perfecting Matte Foundation and the Burberry Kisses lip range, the boutique will introduce three holiday exclusive shades for Burberry Kisses in limited edition packaging.

To provide a sneak peek of the offerings, a pop-up space at Selfridges will showcase the product lineup from November 2, generating excitement ahead of the official boutique opening. The curated selection includes products for creating various looks, from the brand’s signature glowing outdoor-inspired skin to bold lip colours and finishes inspired by the runway.

Burberry’s history in the fragrance and cosmetics sector has seen shifts in licensing arrangements. After bringing its beauty business in-house in 2012, the luxury fashion house later partnered with Shiseido’s Beauté Prestige International and divested distribution rights in certain regions. In 2017, Coty acquired global license rights for Burberry Beauty’s fragrances, cosmetics, and skincare for £130 million.

While Coty has predominantly focused on Burberry’s fragrance line, achieving consistent sales with products like the Her perfume and the recently launched Goddess EDP, the new Selfridges boutique signals a renewed emphasis on the cosmetics range. The move positions Burberry Beauty at the forefront of the luxury beauty landscape, offering customers an exclusive destination for exploring the brand’s makeup and fragrance innovations.