What: The London department store is opening a 3,500 square foot beauty hall dedicated to haircare.

Why it is important: The “Beauty Workshop” will almost triple the department store’s hair care offering, including new services for a full range of hair types and textures.

Selfridges will become a one stop shop for haircare as it opens its new beauty hall, “Beauty Workshop.”

With a focus on expanding its offering for Black and textured hair types, the retailer has brought on new brands and services that cater to a full range of hair textures.

To attract customers into the space, Selfridges is offering a variety of services. Brands such as Ruka, Living Proof, and Aveda will have exclusive services and piercing services will also be available.

Selfridges’ beauty offering will also include a hair accessories edit including a variety of products from clips to beaded wigs as well as a jewelry edit and a weekly rotating pop-up space.

In the UK, the haircare space is booming as consumers spent GBP 6.2 billion on hair services and GBP 2 billion on hair products with the premium end of the market performing particularly well, seeing an increase of 80% in prestige hair product sales.

With new beauty hall, Selfridges bets on hair inclusivity