helloSKIN Lands Harrods Retail Listing

helloSKIN, the British skincare brand that built a following online, has secured a shelf spot at Harrods. The listing puts the brand in the Knightsbridge department store alongside luxury beauty names.

The company said the partnership gives customers a chance to test products in person. For a brand that started as a direct-to-consumer operation, the move signals a shift toward physical retail.

Harrods carries a curated selection of brands. Getting into the store requires a track record of sales and a product that fits the luxury positioning. helloSKIN's viral growth online – built through social media and influencer endorsements – made the case for a physical debut.

The brand did not disclose financial terms of the listing. It said the Harrods launch covers a full range of its products, including cleansers, moisturizers, and serums.

For helloSKIN, the listing opens a channel to shoppers who still prefer to buy beauty products after trying them. A Harrods counter also provides branding value. The store draws tourists and high-spending locals, offering visibility that online ads alone cannot match.

The move follows a pattern among digitally native brands. Many use prestige department stores as a stepping stone after proving demand online. The goal is to reach customers who want to feel and smell products before buying.

helloSKIN plans to add more retail partners in the UK and internationally this year. No specific targets were named.

The Harrods listing is effective immediately. Products are available on the store's fifth-floor beauty hall and through its website.