London, United Kingdom
2
Flagship Locations
1
Custom-Built KYLIESKIN App
2
Experience Types: LED & App
2
Iconic London Retailers
Overview
The brand built on social media, now building in-store.
KYLIESKIN is a digital-native beauty brand built on social media identity, creator culture, and a direct relationship with a highly engaged online audience. When the brand launched into physical retail in the UK, entering Harrods and Selfridges, the in-store experience had to translate that online energy into something a customer could stand inside.
IUF delivered two complementary experience layers. LED screens carrying campaign visuals, product launches, and social content to anchor and amplify the brand within each beauty environment. And a custom-built KYLIESKIN app on in-store tablets, giving customers access to tutorials, product reviews, and skincare tips through a locked, branded interface with premium headphones.
Together, they created a physical presence that felt as curated and dynamic as the brand’s online identity: familiar to existing fans, compelling to new customers encountering KYLIESKIN for the first time in person.
Journey & Experience
Built for an audience that already knows the brand from a screen.
KYLIESKIN’s customers are comfortable with digital interaction, accustomed to tutorial-led product discovery, and expecting a brand touchpoint that feels personal rather than corporate. The in-store experience was designed around that behaviour, not replicating a traditional beauty counter, but creating something instinctively familiar to an audience that had spent years engaging with the brand online.
- LED displays – carrying campaign visuals, product launches, and social content across both locations, anchoring the KYLIESKIN space within a competitive multi-brand beauty floor
- Custom KYLIESKIN app on in-store tablets – tutorials, product reviews, and skincare tips through a locked, branded interface. Self-directed, at the customer’s own pace, with no sales pressure
- Branded headphones – creating a private, immersive audio environment within the wider department store, with BYO headphone support at select locations
The result is a beauty counter that functions less like a point of sale and more like a brand destination.
Technology Architecture
A custom app at the heart of the experience, locking the digital touchpoint to the brand and keeping the interaction premium.
Core Infrastructure
- Custom KYLIESKIN app – built for in-store deployment, delivering tutorial, review, and skincare content in a locked branded interface
- Locked tablet interface – restricting access to the KYLIESKIN app only, maintaining content accuracy and brand integrity at every touchpoint
Hardware Ecosystem
- LED displays – campaign and social content screens across beauty environments at Harrods and Selfridges
- In-store tablets – running the locked KYLIESKIN app interface
- Branded headphones – accompanying the app experience
Implementation
Delivered for a brand launch, with no room for anything to fail in two of the UK’s highest-profile retail environments.
Phase 1 – App Development
- Custom KYLIESKIN app built and populated with tutorial, review, and skincare content
- Locked interface configured for in-store tablet deployment
- Branded headphone integration confirmed across both locations
Phase 2 – Installation
- LED displays installed and positioned within beauty environments at both locations
- In-store tablets configured with locked app interface
- Full experience tested ahead of brand launch
Phase 3 – Go-Live
- KYLIESKIN UK launch live across Harrods and Selfridges
- LED and app experiences operational from day one
- Consistent brand experience delivered across all touchpoints at both locations
Outcomes
A retail presence that feels like the brand
LED displays and an app-based discovery experience created a presence at Harrods and Selfridges that felt native to KYLIESKIN, not a generic beauty counter, but a physical extension of the online identity its audience already knew.
Discovery on the customer’s terms
The in-store app gives customers access to tutorials and reviews at their own pace, without staff involvement, matching the self-directed behaviour that defines how the KYLIESKIN audience shops online.
Premium, private interaction on a busy beauty floor
Branded headphones and a locked app interface create a focused, immersive touchpoint, giving customers a sense of personal attention in an environment where it’s easy to feel like just another shopper.
