Covent Garden to Host Beyond Beauty Festival with 80-Plus Brands

Covent Garden will bring back its annual beauty festival from September 4 to 13, 2026, introducing a new Beyond Beauty identity alongside a neighborhood-wide program spanning retail, services, and live experiences.

The 10-day festival will feature more than 80 beauty and wellness brands across the Piazza, Seven Dials, and Covent Garden's surrounding streets, with participation from global flagships and independent boutiques alike.

Chanel, Charlotte Tilbury, Dolce&Gabbana, Elemis, Glossier, Guerlain, Jo Malone London, Miller Harris, NARS, Penhaligon's, Space NK, and Tom Ford are among the brands confirmed to take part.

Pop-ups, product launches, exclusive offers, and expert-led masterclasses will cover skincare, fragrance, makeup, and wellness. While the full schedule has yet to be announced, core themes will include seasonal beauty essentials, future favorites, wellbeing through exercise, and fragrance fundamentals.

Space NK will serve as Beyond Beauty's experiential partner for the first time, transforming the Covent Garden Piazza into an immersive beauty destination.

The partnership builds on the retailer's longstanding connection with the area. Space NK opened its first store in Covent Garden in 1991, while its UK flagship is now located on Neal Street.

For Covent Garden, the festival plays a broader role in encouraging visitors to explore the neighborhood's beauty offering alongside its retail and hospitality destinations.

“Beauty is one of the defining categories at Covent Garden, and Beyond Beauty reflects the strength of that offer,” said Catherine Riccomini, Director of Marketing and Communications at property owner Shaftesbury Capital, which has also been expanding its luxury beauty ecosystem across London by bringing Essential Parfums to nearby Soho.

“Bringing together over 80 brands across the neighborhood allows us to showcase the depth of our retail mix while driving footfall, dwell time, and cross-category spend across the whole estate during a key trading period.”

The event follows Big Beauty, which launched in September 2025 and combined in-store activations with installations and services across the destination.

Last year's program featured the Elemis Skin Spa Airstream, a Creed fragrance cart, a Liberty Beauty Advent Calendar pop-up, and a planted Fragrance Garden beneath the Market Building arches. Participating stores also offered makeup appointments, fragrance consultations, personalization services, and fitness sessions.

The 2026 rebrand expands on that format, shifting the focus beyond products to celebrate the people, ideas, experiences, and innovations shaping the beauty industry.

Its return also follows continued investment in Covent Garden's beauty retail offering.

Kiehl's has opened an expanded store on Monmouth Street, while Parfums de Marly has enlarged its James Street boutique. MATIERE PREMIERE has opened its first UK store on King Street, and INITIO Parfums Privés recently launched its first standalone boutique in the Market Building.