Backlash Featured in Beauty Matter: Why Every Brand Wants a Covent Garden Address

Paula’s Choice in Covent Garden, September 2026. Backlash

We're delighted that Katie Peake, our founder and creative director, is featured in BeautyMatter's "Why Does Every Brand Want a Covent Garden Address?" by Alice Manners.

The article explores how Covent Garden became London's beauty and fragrance destination, now home to more than 80 beauty and wellness brands. It examines what's driving the shift: an affluent, varied customer base and a landlord strategy that has deliberately built the category, creating a snowball effect where each new opening attracts the next. It also highlights how experiential retail, from consultations to masterclasses, is turning shopping into an event.

Katie shares how Backlash, a brand experience agency, has delivered beauty activations across Covent Garden and the Piazza for almost a decade. Since our first, for Beauty Pie in 2022, demand has grown, and many of our beauty clients now list Covent Garden as a "must-have" location on their briefs.

Read the full article here. If you're planning a beauty pop-up or activation, our brand experience agency team would love to hear from you at www.backlash.co.uk.