By  on July 11, 2018

“We are changing the way men buy beauty,” said Spencer Wallace, cofounder of Beast, who realized a few years ago that no brands or retailers were catering to the men’s market in the same way that beauty halls targeted women. In late 2016, Beast opened its doors in the Seven Dials area of London’s Covent Garden to address the issue.

“Places like Kiehl’s or department stores like Liberty and Selfridges catered brilliantly for fragrances, but they were going through a revolution themselves,” said Wallace, who also runs Nirvana, a creative production house. “They started to make their beauty halls much more shop-in-shop so you couldn’t get the same staff to move from one counter to another counter with you. You didn’t really have a joined-up experience.”

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