LONDON — Cosmetics firm Fresh is growing its footprint here.

Earlier this week, the company, which is known for its use of natural ingredients, opened a counter in Knightsbridge department store Harrods. This provides a second location here, in addition to Fresh’s stand-alone store London’s Marylebone High Street.

The Harrods counter spotlights many of the same design details as Fresh’s store in New York’s Union Square area, such as mosaic tiled floors, fixtures made from reclaimed wood and Corian surfaces. There is also what Fresh calls a “Cabinet of Curiosity,” where customers can explore the background to the ingredients in Fresh’s Crème Ancienne line, which is made in a monastery in the Czech Republic.

The Harrods counter was launched with a limited edition of the Rose Face Mask product to celebrate the product’s 15th anniversary. The pot and packaging have been designed by London-based illustrator Jo Ratcliffe. In addition, the brand will start selling online in the U.K. in August and the firm’s founders Lev Glazman and Alina Roytberg said they are also planning the opening of a second London store. “We’ve had a freestanding store on Marylebone High Street for eleven years, and it’s been our only European point of distribution for the last nine years, so it’s exciting that finally we’re back to that,” said Roytberg of expanding distribution in the U.K.. “The idea is if we are coming back into distribution in England…what we need is to be able to express ourselves in a way that we like to. We tried to bring as many codes of what the Fresh experience is,” she said of the design of the Harrods space.

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