Once the hot spot of swinging London in the 60s, Carnaby Street is now a haven for beauty lovers and my new favourite is the UK’s flag ship Estée Edit store which settled into its new home at number 46 a few months ago. I paid a visit to the shop recently and met Estée Editor and make-up artist Emma Tillman for a look around and to have a make-over.
The stripy black, blue and white themed interior and exterior (which is also the theme for the new Estée Edit range) is a big part of the shop’s design and adds a fresh new perspective to a brand I once considered a little ‘mumsy’. Let’s face it, most of us walked straight past the Estée Lauder counter in a department store but the Estée Edit store breathes a new lease of life into the long-running cosmetics brand and makes it more appealing to a wider age group. It’s not easy to compete in the same street as Benefit, Urban Decay, MAC and Pixi Beauty though looking at Estée Lauder’s effort with Estée Edit, you’d never have known otherwise.
The folks behind this concept haven’t just created a shop that you’ll want to max out your credit card in but an experience where you can wander around at your leisure in the brightly lit shop floor and also select from a series of bespoke services including make-overs, facials and consultations. It’s also the place to play with the entire Estée Edit collection and make the cross over to classics like Double Wear. I’ll definitely be popping in more frequently.