The Rise of Beauty in Birmingham's High Street
As the beauty industry continues to flourish, it is becoming a beacon of hope for struggling high streets across the UK. Space NK, often referred to as the "ultimate beauty destination," is set to open its second-largest store in Birmingham this week. This new branch, located in the Bullring, has already generated significant excitement among beauty enthusiasts and influencers.
Before the official opening, beauty influencers were given a sneak peek into the massive new space, even though many shelves were still empty. Content creator and journalist Rose Gallagher highlighted the unique experience that Space NK offers. She noted that the brand excels in curating niche fragrances, which are something people want to try in person rather than just online. "It's that experience you can't get through a screen," she said, emphasizing how such experiences bring people together and encourage them to explore the city.
The opening event is expected to draw thousands of visitors, with shopping centre staff preparing crowd control barriers. This trend was also seen when Sephora, a French beauty empire, opened in the Bullring in November. Similarly, the UK's first Korean beauty brand, Pureseoul, chose the Bullring for its second store outside London last year.
A Booming Industry
The beauty and personal care industry is rapidly expanding, contributing £15.9bn to the UK economy last year, according to the British Beauty Council. This growth contrasts sharply with the challenges faced by the UK’s high street, where 13,500 shops closed last year—an average of 37 per day, as reported by the Centre for Retail Research. River Island recently had to shut 33 stores to avoid collapse, highlighting the struggles of traditional retail.
Professor Sarah Montano, a professor of retail marketing at the University of Birmingham, explained that since the pandemic, the high street has struggled significantly. However, there has been a surge in beauty brands opening in Birmingham. "Beauty is doing well compared to the rest of the high street because they've really focused on what consumers are looking for and they're offering something different," she said.
Diversity and Innovation in Beauty
With women making over 70% of all consumption decisions, the beauty sector is increasingly targeting this demographic. Professor Montano noted that beauty entrepreneurs are focusing on diversity and innovation, offering products that suit everyone while also pushing the boundaries of what beauty can be.
The beauty boom has helped increase footfall at the Bullring, which is estimated to reach 50 million this year. Birmingham's central location in the Midlands makes it an attractive destination for make-up, skincare, and wellness enthusiasts from across the country.
Nita Chambers, brand partnership lead at Hammerson, which owns the shopping centre, said: "It's a completely different world post-pandemic. Beauty is consistently one of our best-performing sectors, and it's one people will travel for."
The Influence of Social Media
TikTok and Instagram beauty influencer Yasmin Hussein highlighted the range of products that draw customers back to physical stores. "Birmingham needed a store like Space NK to come; it's what was missing," she said. "There are loads of brands stocked at the store that everyone knows and loves, and it came at the perfect time."
Founded in 1991, Space NK first opened in London's Covent Garden in 1993. It stocks over 130 beauty brands and has more than 80 stores across the UK and Ireland. Charlie Evans, head of retail for the chain, said the Birmingham opening was part of a broader expansion over the last 12 months. "Customers have been calling out to be in Birmingham, and we've had some really big cities—but Birmingham is our most important," she added.
Beyond Makeup: Career Opportunities
Retail is not the only area where beauty is thriving. More people are pursuing college courses in the growing beauty industry. Sandwell College in West Bromwich has seen a 55% increase in student admissions for hair and beauty courses.
Student Niamh Coffey shared her passion for beauty, saying, "I like how make-up makes me feel. I think it's really creative and I like making people feel like their best selves." Roseanna Wiggins-Lambert credited online beauty influencers for inspiring her career path, while Demi Leigh left a job working with children to pursue a career in beauty, discovering that there was much more to the industry than just makeup. "If you don't see yourself doing it, give it a try—you'll love it," she said.