Caring cosmetics: Beauty with a conscience

Occupying the ground floor and basement of an 18th-century building, the company’s new store in Amsterdam’s canal district takes inspiration from 1920s cinema. Designed with a classic black and white interior mimicking art deco billboards, the minimal space includes a back-lit wall featuring the UN’s resolution on the human right to water and sanitation. Beauty products sit alongside vintage mirrors and fluorescent lighting. The space also includes a café in the basement, where shoppers can meet for coffee.

As consumers increasingly expect brands to behave with a conscience, smart retailers are increasingly seeing social responsibility as the foundation on which to do business. For more, read our innovate features on We See Beauty and Toms.