This September, Covent Garden cements its status as the UK’s beauty and wellness capital with the launch of BIG BEAUTY, a brand-new, 10-day celebration of skincare, fragrance, makeup and wellbeing in the heart of London.

Running from 4th to 14th September 2025, BIG BEAUTY will transform Covent Garden’s iconic Piazza, surrounding streets and world-class boutiques into a multi-sensory playground of beauty experiences. The event marks an unprecedented moment where heritage meets innovation, as flagship stores, global icons and cutting-edge pop ups converge to showcase the future of beauty.

From interactive in-store activations and live masterclasses to exclusive product previews and first-look treatments, BIG BEAUTY offers visitors a rare opportunity to engage with some of the most prestigious and pioneering names in the industry. All in one place, at one time.

Covent Garden’s reputation as a beauty destination is already well established, with global leaders like Chanel, Charlotte Tilbury, D&G Beauty, Diptyque, Elemis, Aēsop, Glossier, NARS and Tom Ford, calling the neighbourhood home and choosing the location for their flagship, world-first standalone destinations. Additionally, brands from around the globe prioritise the area for new showcases, exclusive launches and immersive pop-up retail experiences. BIG BEAUTY brings this dynamic community together, offering a chance to discover what’s new, what’s next, and what continues to lead the way.

The festival’s content programme will be driven by some of beauty’s most influential voices, fostering important conversations around the themes shaping the future of the industry, from sustainability and identity, to wellness and technology.

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.

BIG BEAUTY is more than a festival. It’s a celebration of everything beauty stands for today, and where it’s going tomorrow. Open to all to attend, where beauty is for everyone.