New fast beauty bar aims to tackle retail challenge

A new beauty bar chain, backed by names behind brands including Asos and Net-a-Porter, has opened its first site in London’s Covent Garden, aiming to bridge the gap between the high street service and online retail.

Blow champions the concept of fast beauty, offering “time poor, demanding women” blow dries, make-up applications and express polishes.

Entrepreneur and co-founder of Blow, Dharmash Mistry, said, “We think that fast beauty is a different concept to a salon.

“Either we do it for you – so you come to the bar for 15-minute nails or 15-minute make-up. Or we help you do it at home, with lots of editorial and how-to videos, and a full ecommerce shop.”

Mistry revealed that the brand aims to generate 50% of its revenue from retail sales of its range, which currently includes products from 25 brands. “We see this as fusing retail and service, online and offline. The bar is just one part of the mix,” said Mistry.

The first site opened officially on Monday, with plans to open two further sites in London already underway.