Have you planned your visit to The Beauty Concierge?
Photo: © Jo Fairley
The other day, we dropped into The Beauty Concierge in Covent Garden – an exciting six‑week pop-up pulled together by the customer beauty brand DCYPHER, where (among other discoveries) you can have your perfectly-matched foundation or concealer blended before your very eyes. Jo walked away with a foundation sample that’s lasted a full week, and will be using the code on the pot to order a full-size of this brilliant, seamless match.
But there’s much more to entice you to make a pilgrimage to Covent Garden’s Henrietta Street, because DCYPHER’s founders have generously invited a collective of exciting new brands to showcase their wares, creating a real discovery hub for indie brands.
Many of the founders will be popping in, periodically – though of our friend Ree, of the Really Ree website/blog and founder of REESON make-up, says she’s planning to be there for the duration, meeting fans and customers.
Other brands include:
No.98 Beauty (No.98 / 98 Beauty)
RUM (Sali Hughes/Jo Jones’ brand)
Klira
Hildun Beauty
What’s That Patch (wellness/patch brand)
Raven James (Fleur De Force’s jewellery label)
As we say, this is also the chance to have your custom foundation created right in front of you. What a blast! TBH we tried the online version of this service a few years back, and weren’t thrilled with the results, but DCYPHER co-founder Ruth De Leo tells us that huge advances in technology – including the harnessing of AI – now make for a far more foolproof service, and that’s certainly true with the shade Jo had whipped up before her very eyes!
Covent Garden is such a brilliant beauty destination, nowadays – but this is a great chance to explore dynamic new beauty names who could only dream, right now, of that level of retail opportunity.
The concierge will see you, as below…
The Beauty Concierge runs from 29 January to 6th March 2026; check out here for special events and appearances.
Do check this event booking page for more information and opening times…
