When you think of the West End, what comes to mind? Probably musicals and pre-theatre dinners. Maybe museums. Or possibly a more general day out in London involving crowded streets, overpriced bus tours and tourist shops selling union flag mugs. But if you take the time to explore beyond the obvious, you’ll find hidden gems on every street. From a speakeasy bar hidden behind an inconspicuous door with a golden hand (Blind Spot in St Martins Lane Hotel) to stumbling into what looks like a house party in someone’s living room (the inimitable Trisha’s on Greek street), the west end is anything but conformist. This eccentric and independent spirit can be seen in its beauty venues too. Discover the less trodden path of new spa openings and bespoke perfumery, and let yourself be transported to another world.

This article was originally published in the Autumn issue of My Soho Times magazine. View it ONLINE HERE!

Skin: PureSeoul Soho

Best for: a taste of Korea in the heart of London

What started as an online store bringing the best of K-beauty to the UK has now developed into a full-blown experience, with physical stores boasting full size K-pop idol cut outs advertising the latest skincare launch. This woman-owned business stocks thousands of products from exciting new brands that deliver the most incredible light-as-air gel textures I’ve come across in skincare. From bestselling natural brand SKIN1004 promoting their hero ingredient Centella Asiatica, to a whole section dedicated to snail mucin-enriched formulas, this store caters to all your skincare needs, and more.

Complete with: grab a bubble tea from one of the many nearby outlets – after all you’re only a stone’s throw from Chinatown

Where to find it: 70 Charing Cross Road

Hair: Live True London Soho

Best for: low maintenance cut and colour

Whenever I scan through lists of London salon recommendations, they always seem to involve long waitlists and high price points. Live True London manages to offer easy appointments, fantastic offers (50% off colour on Wednesdays when you book with a cut) and friendly service, all in a super handy central location. The best bit? I’ve always found both their cuts and colours easy to maintain post-appointment, letting the balayage – their most popular colour service – grow out naturally for a lived-in look for over 6 months, without veering into the harsh roots look.

Complete with: show off your fresh blow dry with cocktails at The Little Scarlet Door.

Where to find it: 173 Wardour Street

Makeup: Sculpted by Aimee

Best for: one-on-one makeup appointment for a tailored approach

For colour cosmetics you could go to the usual suspects: Benefit for brows, MAC or Too Faced for makeup, all clustered on or around Carnaby Street. But if you’re in that area, why not try something a little different? Sculpted by Aimee’s UK flagship store stands proud – and pink – just off Carnaby Street and offers a selection of one-on-one makeup appointments to show you how to apply the right shades for your skin tone, or simply to get you ready for a special event.

Complete with: stick with the pink theme and indulge in cake and coffee at EL&N

Where to find it: 22A Foubert’s Place  

Perfume: Experimental Perfume Club

Best for: bespoke perfumes that you won’t smell on anyone else

All the classic perfume ingredients are there: material sourced from Grasse, the capital of haute perfumery, a French nose called Emmanuelle, a collection of fine fragrances with timeless notes you’ll recognise. Then it gets really interesting: new perfumes are crafted in the shop’s basement, you can book a blending consultation to create your own perfume blending a mix of their existing scents, and if you really want to go bespoke, the back of the store is laid out with individual notes so a fragrance can be designed for you from scratch, including his & hers perfumes that compliment each other.

Complete with: if you’re going for couples perfumes… a wedding!

Where to find it: 53 Monmouth Street

Wellbeing: Neal’s Yard Remedies

Best for: a moment of calm in the heart of London

The original organic health and beauty brand, Neal’s Yard Remedies started life over 40 years ago in the heart of Covent Garden, and is still there to this day, with its flagship store in Neal’s Yard offering organic and cruelty-free beauty, vegan natural remedies and aromatherapeutic know-how respected and sought after across the world. Step into the store lightly scented with essential oils for a moment of calm, where you’ll be offered a cup of herbal tea while you browse frankincense-infused skincare that are proven to do good for your body and your mind.

Complete with: an aromatherapeutic treatment in the brand’s therapy rooms just across the yard

Where to find it: 15 Neal’s Yard

Spa: Lush

Best for: fun and theatre all wrapped up in a relaxing setting

Best known for their multi-coloured quirky bath bombs, Lush recently opened a new store in Covent Garden, dedicating the lower ground floor to a beautiful spa. It feels like you’re stepping into a friend’s living room – if your friend happens to be a home influencer – with warm greetings from the front desk, light-filled colour schemes and comfy sofas. Then get lost in the theatre surrounding the treatment, from choosing the product for each step of your facial, to listening to crashing waves and seagulls and finishing with a fruity infusion. Expect to come out all glowy with a smile on your face.

Complete with: a purchase of your favourite product from your treatment

Where to find it: 12-14 Long Acre

Luxury beauty: Liberty London

Best for: the most lusted-after beauty advent calendar

If you prefer a one stop shop in a luxurious old Britain environment, Liberty is hard to beat. The instantly recognisable Tudor-revival building offers everything from high-end fashion to luxury homeware, but it’s their beauty hall where I can get lost for ages, exploring their beautifully curated perfumes and trialling the most expensive skincare I can find. The cherry on the cake though is getting your hands on one of their beauty advent calendars – who cares what gifts you get on Christmas day, with this beauty every day in December is Christmas.

Complete with: show off your purchases with a drink at the Courthouse Hotel rooftop bar

Where to find it: Regent Street