Basically, it’s expertly edited beauty. So, instead of seeing an entire range, you’ll see the best of the ranges; the products that perform over and above and are considered to be the stand-outs from any one brand. In many ways, it’s cutting through the indecision or uncertainty that we face with hundreds of products in any one range and if you know that the edit is selected by women who really do understand what other women want, then the choice is easier.
What I find exciting about Beauty Mart is that they’ll be stocking Bioderma Crealine H2O and it will be the first time that we in the UK can walk off the street and buy it rather than get on the Eurostar or find some complicated website to buy it from! But more than that, there is a definite nod to the Japanese trends with fringe anchors with a whole selection from DHC which is a Japanese brand that doesn’t get nearly enough attention (see the olive oil dipped cotton buds below) and Face Stockholm make up.
Beauty Mart is also planning beauty vending machines… dangerous!
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