H beauty is officially open at Eastgate Square, and Chester turned out in force to celebrate!
Several hundred shoppers queued ahead of doors opening on Thursday 12 February, as excitement built around the arrival of the iconic beauty brand in The Square. The store was officially opened by The Lord Mayor of Chester, Councillor Sherin Akhtar, who cut a (very on-brand) oversized pink ribbon to mark the occasion.
From the moment doors opened, the atmosphere was electric.
Over four days, thousands of visitors explored the new space, discovering an extensive line-up of premium skincare, make-up, fragrance and haircare brands – alongside exclusive offers, interactive experiences and an impressive programme of masterclasses.
Four days of beauty, masterclasses and celebration
Opening weekend featured back-to-back masterclasses from leading brands including Charlotte Tilbury and Gisou, drawing full audiences eager to learn expert tips, discover new launches and elevate their routines.
Shoppers also enjoyed:
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Grab-to-win games across the store
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10% off selected products
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A build-your-own goody bag with a £75+ spend
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Bespoke beauty consultations and personalised service
EL&N Café, located within the store, proved equally popular, with guests enjoying beautifully presented cakes, drinks and brunch favourites – adding to the celebratory feel throughout the weekend.
A live DJ kept energy levels high, creating a vibrant and welcoming atmosphere that carried from inside the store into The Square.
A new chapter for The Square
The opening of H beauty marks another major milestone in the ongoing transformation of Eastgate Square, following the most extensive refurbishments since the centre’s renaming in November 2025.
With new seating areas, refreshed planting and lighting, upgraded finishes and the introduction of a large-scale digital screen, The Square has become a vibrant destination for shopping, socialising and events – and H beauty now sits proudly at its heart.
The store brings together global beauty icons, cult favourites and niche fragrance houses under one roof, offering a premium and high-performance beauty experience now available in Chester city centre. Visitors are invited to come and explore the space, discover their new favourites and experience the energy for themselves.