Huda Beauty x Selfridges
See how D4R transformed our existing partnership with Huda Beauty into a scalable concept that has seen high-impact rollouts across Selfridges’ most iconic locations.
Transforming beauty
“Makeup is more than skin deep—it’s art, identity, and unapologetic self-expression.” – Huda Kattan
Introduction
Following the inaugural concept design for the Huda Beauty installation within the Harrods Beauty Hall, D4R has successfully transitioned this collaborative aesthetic into multiple Selfridges sites.
This progression represents an evolution of the brand’s physical identity, moving from a single prestigious debut to a cohesive multi-site rollout that replaces legacy branding with a contemporary, unified vision.
from harrods to selfridges
The partnership between Huda Beauty and D4R reached a significant milestone with the premiere of their new retail concept at Harrods. Building upon this initial success, the focus shifted to standardising this high-impact visual language across other premier retail environments, specifically targeting Selfridges’ flagship locations. This strategic expansion ensures that the brand’s presence remains consistent and avant-garde, aligning its physical spaces with the updated, collaborative branding developed specifically for these luxury settings.
insight
The conceptual foundation of these installations is rooted in an unashamedly pink aesthetic that balances retro influences with a playful, modern energy. By utilising a technique described as colour drenching, the design creates an immersive atmosphere through the deliberate use of Huda Beauty’s signature Power Pink and New Nude palettes. Key insights into the customer journey led to a layout that prioritises shoppable play tables for complexion and colour, alongside dedicated consultation and hero display zones. The integration of soft curves and inflated structural elements serves to soften the retail environment, fostering a tactile and inviting space for consumers to engage with the products.
realisation
Bringing the Harrods concept to life within Selfridges required a meticulous selection of premium materials and a keen adherence to specific site guidelines. The physical structures feature Krion solid surfaces in Candy Pink and Pillow Pink, complemented by Nude Pink powder-coated furniture and silver mirror FR laminates. The final installations at Oxford Street and Birmingham utilise 3000K inset illumination, tension fabric lightboxes, and digital totems to create a vibrant, tech-forward shopping experience that honours the original Harrods inspiration.
Oxford Street Selfridges
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