BIG BEAUTY at Covent Garden Has Begun – Don’t Miss It

This September, Covent Garden turned into London’s ultimate playground for beauty lovers with the launch of BIG BEAUTY, a ten-day festival running from 4 to 14 September 2025. Known as the capital’s home of beauty, Covent Garden transformed its iconic Piazza and boutiques into a lively celebration of skincare, fragrance, makeup, wellness and self-expression.

I went to the press preview last week, and it already felt magical. At the Ancient + Brave pop-up, I had a lovely conversation with the team and Jasmine Hemsley, wellness expert, about their mission to make gut health part of everyday beauty. They treated me to a gut health smoothie and a hot cacao that felt both indulgent and nourishing.

After that, we headed to the postcard of the event — a breathtaking garden created by all the participating brands, where flowers were planted to represent their unique scents. Walking through it felt like stepping inside a living perfume bottle, each bloom telling its own story.

Then, it was time for a fragrance profiling session at Creed. I explored a range of beautiful essences, and my favourite was Carmina, which felt like a little piece of poetry in a bottle. To top it all off, I enjoyed a 20-minute treatment at the Elemis pop-up, which included an HD skin consultation and a refreshing facial — the perfect reset in the heart of the city.

The line-up is seriously exciting. Think Charlotte Tilbury, Chanel, Tom Ford, Glossier, Diptyque, Elemis and more, all offering exclusive facials, product drops, masterclasses and in-store experiences. There are headline pop-ups too, like Dolce & Gabbana Beauty’s Sicilian lemonade cart, and Liberty’s Beauty Advent Calendar reveal.

It’s not just about beauty either. Wellness brands are joining the festival with outdoor fitness classes, run clubs and special activations from Peloton, HOKA, Alo, Saucony and Vuori. It feels like the perfect balance between beauty, health and lifestyle.

I left the preview with glowing skin, a new favourite fragrance, and some thoughtful gifting from the brands. If that was just a glimpse, then you definitely shouldn’t miss it now — BIG BEAUTY is already underway, and Covent Garden is well and truly coming alive.