Disneyland for beauty-lovers – we’re all headed to Beneland

These guys never fail to put a smile on our face. From day one, Benefit set out to make beauty fun – and boy, do they give good pop-up.

In a collaboration through September with Selfridges, Beneland’s month-long beauty playground still has a few days to run at the Selfridges Manchester Trafford Centre site, before heading to London (11th-24th September). Good news, meanwhile, if you’re anywhere near Selfridges Birmingham (Bullring): you can find it there right through to 28th September.

In the interests of transparency: we haven’t visited yet (though we’re scheduled to see the Selfridges Oxford Street pop-up, when it opens). So we’ll quote Benefit, when it comes to describing the concept, ‘where makeup must-haves and Benefit bestsellers come to life in a world of "Fun & Games”’, as they put it.

And we quote: ‘Inspired by classic game stores, The Beneland features stellar gift sets at unbeatable prices, centred around the UK’s #1 prestige brow, mascara, primer, bronzer products, and make-up gift sets. Score big with Benefit’s limited-edition, giftable collection, designed for all ages, and rediscover the joy of nostalgic entertainment for friends and family. The Beneland pop-ups at Selfridges will offer in-store services, gifts with purchase valued over £32, a limited-edition Benetint charm with purchases of £65/£75, special engravings, and a chance to win FREE Benefit samples.’

And there’s more. ‘Delve into board game-inspired beauty gift sets, including stocking fillers “Browminoes,” featuring Benefit’s #1 Prestige Brow products, delightful collectable tin chess pieces, “Queen’s Glam-Bit and BADgal Royalty”, containing the nation’s favourite iconic volumising and curling mascaras from Benefit, “Connect Pore”, featuring Benefit’s POREfessional range, as well as Benefit’s sell-out beauty advent calendar, the Glam Cube. A 24-Day Beauty Advent Calendar packed with bestselling iconic products, a treasure trove, where each twist and turn reveals a full-size, mini, or fun-size beauty must-have.’

As ever, it all sounds delightfully silly – but Benefit’s playful approach belies the fact that many of their products really are up there with the best including their multi-Beauty Bible Award-winning brow range, which is never far from our make-up bags.

Game on!

Deets and dates:

1st-14th September 2025 Selfridges Manchester, Dome Site, 60 The Trafford Centre, Trafford Park, Stretford, Manchester M17 8DA

11th-24th September 2025 Selfridges London, Beauty Hall, 400 Oxford Street, London, W1A 1AB

1st -28th September 2025 Selfridges Birmingham, Beauty Concierge, The Bullring, Upper Mall, Birmingham B5 4BP