Harvey Nichols’ A Beautiful Mind

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A month-long beauty festival for the pulchritudinous

Could “intelligent beauty” refer not simply to snapping up pots and bottles of the latest sybaritic trend, but to engaging with brands? Harvey Nichols Knightsbridge is encouraging customers to consider this question during the month-long A Beautiful Mind festival, with events taking place at the flagship store from Sunday March 1.

“By launching a month dedicated to intelligent and bespoke beauty, we are giving our customers a fully immersive experience, with access to the best beauty experts, exclusive launches, live tutorials, one-to-one personalised services and in-store theatre,” explains Harvey Nichols group beauty buying director Daniela Rinaldi.

Beauty concierges will be on hand for a complimentary unbiased service for every beauty want, cherry-picking the best skincare routine from all brands to mix up your Carita and Clarins with your Clinique. Three Custom will create a customised lipstick either to suit your skin tone or to replace a discontinued shade; if you come with a swatch of colour, it can even create a lippy to match (£40 for two products). Eyeko presents the UK’s first personalised mascara wardrobe, offering customers bespoke monogrammed mascaras (£28), while it’s possible to find the perfect shade of foundation with a live tutorial from Cover FX Custom Cover Drops (£36) on Friday March 20.

A pop-up Chanel Rouge Coco Lip Colour Bar will display the new Collection Réverie Parisienne of fresh pink and corals (from £25) and Nails Inc will host the Victoria Beckham Nail Bar – bringing runway to talons (£45). For manly men, Murdock London will be hosting a pop-up barbershop and Haig whisky pairing on the lower-ground floor (from £20).  

Events will culminate with a discussion on intelligent beauty and innovation with a beauty panel that includes founder of Nails Inc Thea Green, Ruth Crilly of A Model Recommends and facialist and blogger Caroline Hirons – chaired by BeautyMart co-founder Anna-Marie Solowij, who says: “Customers are so much more expert and empowered from the internet, so a two-way conversation has opened up between them and brands.” Followed by a Q&A, this should be a lively event, so it’s likely to book up fast; spaces are limited for an aesthetically curious crowd (Tuesday March 24, £30, 7pm champagne reception, 7.30pm start).