The Makeup Playground
The ground floor houses those aforementioned vanity stations. After Beauty is home to cosmetic brands like Ardell Lashes, Lord and Berry, The Brow Gal, Ciaté, Stila, and Winky Lux, and when it comes to the latter, After Beauty is the only place in the UK where you can give the brand a try before you buy.
Similar to Sephora, the beauty experts that work at After Beauty have been trained to give you honest recommendations across all brands, which differs from your classic "beauty hall" and department store-counter approach. One of the more unique offerings in the After Beauty makeup wing is the Makeup Bag Refresh. For £10, a makeup artist will explain how to make use of the products you already own, pulling out products and colours that suit you best. And no, there's no catch. You don't have to buy any new products (although they may suggest products that would help round out your makeup bag).