Newcomer AfterBeauty Sets Out to Be London’s Go-to Beauty Playground

LONDON — There’s a new beauty player on the British high street. Located near Burlington Arcade and Fortnum & Mason, the new four-story retailer AfterBeauty is aiming to be the go-to beauty playground with a focus on “experience per square footage.” AfterBeauty was founded by industry newcomers Zanelle Lim and Jerry Taechaubol, who stocked up the shop floors with products ranging across skin care, makeup and lifestyle from over 140 brands, including Dermalogica, Skinfood, and Physicians Formula. “We’ve got a wide range of brands and a wide range of price points. So we’re really about letting customers shop the way they want to shop and not telling them they have to be a luxury customer or a high street customer,” said Isabelle Hefford, head of marketing and operations at AfterBeauty. To help the customer shop comfortably, products are lined against the wall by category, with play tables either located toward the back of the floor or in the middle of the shop to encourage customers to mix and match and try on different products. As part of the experience-led ethos, Taechaubol and Lim have also added playful elements to the store, such as stickers on the floor encouraging customers to take a selfie, promotional

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