Newcomer AfterBeauty Sets Out to Be London’s Go-to Beauty Playground

LONDON — There’s a new beauty player on the British high street. Located near Burlington Arcade and Fortnum & Mason, the new four-story retailer AfterBeauty is aiming to be the go-to beauty playground with a focus on “experience per square footage.”

AfterBeauty was founded by industry newcomers Zanelle Lim and Jerry Taechaubol, who stocked up the shop floors with products ranging across skin care, makeup and lifestyle from over 140 brands, including Dermalogica, Skinfood, and Physicians Formula.

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