BEAST, the new uber-cool store devoted to retailing male beauty products has opened its doors in the heart of Covent Garden. Stand alone male grooming shops have come and gone in the past. But maybe 2017 is the right time for a store like this to finally be a success. It has got the basics right – cool store design, great lighting, excellent location with high footfall. And what impressed me most was the curated range of interesting high-performance brands. You really need to check it out as you won’t find many of these male beauty brands in your typical high street department store. This is a good thing. The brands are eclectic and sourced from around the world from Vitaman in Australia to Verso in Sweden.
There are 80 brands in total with newcomers and long-standing classic and cult items. Shopping has never been easier as the store is signposted by concern, skin condition or treatment type. It has the potential to shape up the men’s skincare market. Especially for retail. The products are displayed by category and not by brand and this is excellent for the consumer. So if you want a moisturiser you had to the sign that says ‘Moisturiser’ – it’s that easy. There is a huge choice on offer, and so it goes through the store where you can also select by Body, Shave, Face, Fragrance etc. This is easy on the eye and simple for the consumer.
The best selling products for male beauty at BEAST
The top selling categories in the store are:
I was disappointed not to see any beard balms – but this is a problem with the whole industry and I think beard brands are missing a trick by just launching oils (but that’s another story).
Steve Banks, co-founder of BEAST explains the story behind the launch: “The idea for BEAST was born because we could never find everything we needed all in one place, coupled with the fact that the advice you are often given is rarely impartial. BEAST champions the individual and is a convenient one-stop destination for all men, of all ages, with all skin types and for all budgets.”
It’s time that you checked out BEAST in Covent Garden. If you can’t get down the store in person you can always shop online.
Brands include: D.R. Harris, Eccentric, Dr Jacksons, Jack Black, Marvis, Murdock, Neville, NIOD, Penhaligons, Perricone, REN, Verso and Vitamin.
19 Earlham Street, London, WC2H 9LL