Indulge Beauty

Not too long ago there was a rush of excitement as people claimed and confirmed that Sephora was coming back to the UK and I was dreaming of all the products I could buy, here I am in 2018 and still no Sephora! Will it ever arrive, well who knows but in the meantime, nestled in the heart of Westfield Stratford City is a store called Indulge Beauty, a store I have now visited three times in as many months and quite possibly one to watch.

Indulge beauty describes itself as being a revolutionary, interactive shopping experience which is home to over 120 cult, classic and emerging brands. The brainchild of f entrepreneur Sanjay Vadera, the mastermind behind The Fragrance Shop and he identified a gap in the market for customers to shop across brands when shopping. Whenever you go to a makeup counter for a makeover, they will only ever use their own products, there is nothing wrong with this, the sales assistants have jobs to do. However, how many times do you wear a full face of makeup and stick to just one brand? For me, it is never. I do sometimes use more of one brand than another but that is all. So Indulge Beauty is designed to allow you to shop cross brand and by that I mean get your lipstick from Illamasqua, your primer from Touch In Sol, your gloss from Buxom, your mascara from Makeup Forever, your eyeshadow from Urban Decay and your foundation from The Ordinary for example.  So inside the store, you can settle yourself into a makeover station and experience a whole new kind of fun.

It isn't all about makeup either.  Inside you will find products for skincare, bath and body, supplements, hair care, gift sets, travel sets, hair accessories and tools and of course fragrances.  There is also an incredible selection of brands which includes Urban Decay, The Ordinary, Buxom, GHD, Caudalie, Verso, Ouai, Touch In Sol, BeautyBlender, Delilah, Glam Glow, Makeup Forever, Eight and Bob, Tom Ford, Erborian, Aveda and so many more.

What I really like about the store is that it is gender fluid.  You don't walk in and feel as though it is aimed at women or men, it is aimed at absolutely everyone to come along and enjoy, celebrate and indulge in beauty. You can find Indulge Beauty on the lower ground floor, next to Superdrug but don’t fret if you can’t make it because Indulge Beauty has an online boutique. New customers can get 15% off with the code WELCOME15 at check-out.

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