London’s beauty capital is about to get even more glamorous. From 4th – 14th September 2025, Covent Garden will debut BIG BEAUTY – a brand-new 10-day celebration of beauty, wellness and self-expression. Expect immersive activations, pop-ups, exclusive product previews and plenty of luxury indulgence, right in the heart of the Piazza.

 

The iconic Covent Garden Piazza will be transformed into a multi-sensory hub of beauty experiences. Highlights include:
Elemis Skin Spa Airstream – express facials and skin consultations inside a luxury travelling spa, marking their partnership with Aston Martin F1.
Dolce & Gabbana Beauty’s Lemonade Cart – a taste of Sicily with refreshments, boutique exclusives and summer-ready gifts.
Creed Fragrance Cart – a floral pop-up inspired by the house’s signature scents.
Ancient + Brave Collagen Coffee Bar – wellness-led refreshments blending botanicals, adaptogens and collagen.
Liberty’s Beauty Advent Calendar Reveal (11th September) – a first look at the most coveted calendar in beauty, which sells out every year.

Fragrance lovers will be in their element with the debut of The Fragrance Garden, an abundant floral installation inspired by leading fragrance houses including Diptyque, Guerlain, Jo Malone London, Penhaligon’s, Miller Harris and more. Visitors can enjoy spritzes, samples, and discovery services from expert perfumers, or even book bespoke scent-blending workshops at boutiques like the Experimental Perfume Club.

BIG BEAUTY isn’t just about pop-ups – it’s hosts experiences. Flagship boutiques will host treatments, workshops and launches throughout the neighbourhood:
• Charlotte Tilbury – facials, boudoir masterclasses, and the world’s first Charlotte Tilbury Skin Spa.
• CHANEL, MAC & NARS – bookable masterclasses and complimentary consultations.
• Glossier – exclusive Covent Garden memorabilia with their Passport Book.
• ELEMIS, Aesop & Kiehl’s – high-tech skincare consultations and treatments.
• TOM FORD – private studio appointments with champagne and luxury gifts.
• EverySkin at SpaceNK – treatments from microneedling to peels.

For finishing touches, visitors can also book brow shaping at Benefit, nail treatments at Townhouse, grooming at Murdock, or hair styling with Hadley Yates.

Beauty meets fitness during BIG BEAUTY, with Peloton run clubs, mobility classes on the Piazza, and community workouts from brands including HOKA, Alo, Saucony and Vuori. Expect free sessions, exclusive discounts, and unique activations blending wellness with lifestyle luxury.

Of course, no trip to Covent Garden is complete without exploring the area’s world-class dining, chic cafés, al fresco terraces and luxury boutiques. BIG BEAUTY is designed to be an all-day experience, offering culture, food, fashion and entertainment alongside its packed beauty line-up.


For ten days , the neighbourhood becomes a luxury playground of skincare, fragrance, wellness and indulgence. Whether you’re after an express treatment, a fragrance consultation, or simply a spritz in the sunshine, this is one event Londoners won’t want to miss.

4th – 14th September 2025, Covent Garden, London
Find out more here