This September, Covent Garden, unveils BIG BEAUTY, a landmark celebration from 4th to 14th September when the iconic Piazza and surrounding streets will transform into a multi-sensory playground of beauty, wellness and self-expression, bringing together world-class brands and industry experts for exclusive pop-ups, giveaways, masterclasses and immersive experiences all in one place.
Highlights include:
- Headline pop-ups: ELEMIS’ travelling Skin Spa Airstream, Dolce & Gabbana Beauty’s Sicilian lemonade cart, Ancient + Brave’s collagen coffee bar, Creed’s floral fragrance cart, and Liberty’s Beauty Advent Calendar reveal.
- The Fragrance Garden: a abundant floral installation inspired by scent icons including Diptyque, GUERLAIN, Jo Malone London, and Penhaligon’s.
- In-store exclusives: facials, masterclasses, launches and personalised services from Charlotte Tilbury, CHANEL, TOM FORD, MAC, Glossier and more.
- Wellness & fitness: movement classes in the heart of the Piazza with Peloton, as well as run clubs, in store wellness offers and activity from HOKA, Alo, Saucony and Vuori.
While the sun may still be shining and spritzes are being served, Liberty’s Piazza pop-up on 11th September will spotlight their Christmas 2025 Beauty Advent Calendar, an extraordinary edit of Beauty Hall heroes including the very best names in beauty. With previous editions sold out for 10 years in a row, it is not one to be missed!
And this is just the beginning, there is more unmissable Piazza programming from iconic industry names to be unveiled soon.
The Fragrance Garden
Covent Garden’s Fragrance Garden will celebrate the diverse ingredients and hero notes found in the destination’s most-loved fragrances. Under the arches of the iconic Market Building, step into the abundant floral display inspired by the origins and artistry that shapes the most popular scents on today’s shelves. Designed and planted by Covent Garden’s horticulture team, the aromatic garden will spotlight the diverse ingredients behind fan favourite fragrances. Visitors are invited to scan QR codes to discover more on the scents from renowned brands such as Creed, Jo Malone London, Dolce & Gabbana and Guerlain.
Throughout its residency, experts from perfumeries including Miller Harris, Jo Malone London, Diptyque and Penhaligon’s will be situated in the Fragrance Garden, inviting customers to enjoy spritzes and samples of their best-selling collections and latest launches.
After experiencing the Fragrance Garden, visitors can enjoy one of the many fragrance discovery services that Covent Garden has to offer. Explore the ingredients you love at Jo Malone London on King Street, as the in-store Stylists take you on a fragrance journey to find a new signature scent with ‘Scent For You,’ including additional complimentary wedding scent experiences for your special day. Alternatively, Experimental Perfume Club on Monmouth Street invites visitors to book in for their bespoke scent curation workshops to discover your unique scent profile and blend your own fragrance in a one-on-one Luxe Blending Experience.
Scent seekers looking for something extra special can enjoy exclusive personalisation experiences at nearby boutiques, including embossed gift boxes at Jo Malone London, luxury personalised gift labelling at Le Labo on Monmouth Street, sustainable wrapping solutions at L’Occitane in the Market Building, as well as an engraving event at Diptyque’s King Street store on the 12th September.
Meanwhile, TOM FORD invites customers into its private studio for a complimentary Runway Look Appointment (usually £50 redeemable spend), with champagne and a complimentary TOM FORD Luxe gift for those who spend over £200. In addition, there will be series of exciting launches unveiled across the month, including first looks at new additions to their cosmetics collections.
Beyond the beauty, Covent Garden’s vibrant culture will be on full display throughout the campaign. Visitors can explore the neighbourhood’s celebrated cafes, bars, restaurants and al fresco terraces, whilst enjoying world-class live entertainment, or diving into its renowned fashion, accessories and luxury lifestyle boutiques.
For further information on new openings, experiences, shopping, and dining visit Coventgarden.london
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