Taking Huda Beauty from Instagram to reality

Huda Beauty
Retail Design

Huda Beauty is a phenomenal success, much like its creator and face of the brand, Huda Kattan. The person for whom the phrase ‘Instagram-ready’ might have been invented, she was recently described by The New York Times at the ‘most influential beauty blogger in the world’.

The retail interior design for the flagship Huda Beauty concession within Selfridges’ new beauty hall on London’s Oxford Street was ambitious in scope and intention from the start. The look and feel needed to reflect the brand’s premium nature, while amplifying the fun and accessibility of a beauty line born of the influencer age. It had to carry the full product range yet allow for lots of consultation space too.

A photo shoot in the beauty hall

Our retail interior design uses white and mirrored surfaces, to create maximum standout against the predominantly black concessions, and we kept the look sleek and uncluttered, by putting the minimum number of SKUs on display. Huda Kattan almost invented the make-up tutorial, so we pushed the storytelling element, making the product displays more editorial and incorporating ‘get the look’ panels. Each counter also cleverly incorporates a pop-out consultation space, to actively encourage play and experimentation.

Commanding attention from right across the room are the almost wrap-around screens, that allow the biggest feature of the brand to be dramatically displayed – Huda herself. Footage from above-the-line campaigns and behind-the-scenes content has been curated and edited specially. The effect is as though a photo shoot is happening right there in the beauty hall, creating the buzz and excitement that’s becoming synonymous with the Huda Beauty experience.