Benefit Launches Beneland Pop-ups at Selfridges

Benefit is excited to announce the return of its immersive holiday pop- up experience! This September, Benefit is transforming Selfridges stores in Manchester, London, and Birmingham into the whimsical world of The Beneland.

Known for delivering unconventional and unparalleled pop-up experiences, Benefit invites customers to step into a month-long beauty playground filled with glam holiday gift sets, unbeatable beauty deals, and immersive shopping experiences. Shoppers can explore a nostalgic and playful Beneland concept, where makeup must-haves and Benefit bestsellers come to life in a world of "Fun & Games."

Inspired by classic game stores, The Beneland features stellar gift sets at unbeatable prices, centred around the UK’s #1 Prestige Brow, Mascara, Primer, Bronzer products, and Makeup Gift Sets*. Score big with Benefit’s limited-edition, giftable collection, designed for all ages, and rediscover the joy of nostalgic entertainment for friends and family. Disrupting the high street, The Beneland pop-ups at Selfridges will offer in-store services, gifts with purchase valued over £32, a limited-edition Benetint charm with purchases of £65/£75**, special engravings, and a chance to win FREE Benefit samples.

Delve into board game-inspired beauty gift sets, including stocking fillers “Browminoes,” featuring Benefit’s #1 Prestige Brow products*, delightful collectable tin chess pieces, “Queen’s Glam-Bit and BADgal Royalty”, containing the nation’s favourite iconic volumising and curling mascaras from Benefit, “Connect Pore”, featuring Benefit’s POREfessional range, as well as Benefit’s sell-out beauty advent calendar, the Glam Cube. A 24-Day Beauty Advent Calendar packed with bestselling iconic products, a treasure trove, where each twist and turn reveals a full-size, mini, or fun-size beauty must- have. This season, give your beauty routine a fun, colourful upgrade.

The Beneland is popping up at Selfridges Manchester Trafford Centre, Selfridges London's Beauty Concierge and Beauty Hall, and Selfridges Birmingham’s Beauty Concierge.

“We’re thrilled to be partnering with Selfridges for the second year and bring to life Benefit’s bold and exuberant storytelling, with unforgettable play-centric shopping experiences. Making customers feel good and having fun is part of our DNA, and blends Benefit’s bestsellers and limited-edition holiday gift sets with play-driven discovery experiences.” Sarah Harbon, General Manager, Benefit Cosmetics, UK & Ireland

The Beneland locations are:

1st -14th September 2025

Selfridges Manchester, Dome Site, 60 The TraWord Centre, TraWord Park, Stretford, Manchester

M17 8DA

11th-24th September 2025

Selfridges London, Beauty Hall, 400 Oxford Street, London, W1A 1AB

1st -28th September 2025

Selfridges Birmingham, Beauty Concierge, The Bullring, Upper Mall, Birmingham B5 4BP