A partnership between the British Beauty Council and Covent Garden will see the first ever London Beauty Week take place next month.

Consisting of consumer and trade events to mirror its sister event London Fashion Week, London Beauty Week will take place September 11-15 and will “celebrate the power of the British beauty industry”.

The week will see some of the most influential industry voices come together to celebrate trends, showcase new product launches, host supper clubs, beauty workshops and hold discussions on the future of the industry. There is also set to be an outdoor ‘Beauty Playground’ in the heart of Covent Garden.

The week will also see the launch of ‘Britain’s Next Big Beauty Brand’, a competition that will offer start-up beauty companies the chance to win beauty business mentoring from experts and a central London retail space. The panel will be judged by individuals from Covent Garden, the British Beauty Council and trend forecaster WGSN.

Michelle McGrath, director of Covent Garden, commented: “Covent Garden is proud to be a founding member of London Beauty Week and work alongside the British Beauty Council to bring this to this event to life for the first time. Covent Garden has London’s biggest selection of global beauty brands per square metre, so this is an opportunity to celebrate this and look at new innovations in this increasingly valuable industry as it continues to grow.”

Millie Kendall, CEO of The Beauty Council, added: “The British Beauty Council is delighted to be working with founding patron Covent Garden in creating this dynamic experiential week of beauty. Beauty is a buoyant sector and contributes significantly to the UK economy. As a growing industry that is a force for good, we are focused on supporting brands and creating jobs via our three pillars reputation, education and innovation.”