Vegan and cruelty-free luxury beauty brand Hourglass Cosmetics has expanded its sustainability initiative with the launch of Curator Eyeshadow — a customisable eyeshadow collection that delivers pigment-rich dimension while utilising refillable packaging innovation. 

To mark the launch, U.K. luxury department store Selfridges has unveiled an evocative, immersive pop-up experience that celebrates individual creativity through the power of choice.

The Curator pop-up, which is open from until 22nd July, introduces guests to a purposeful new way to shop and experience eyeshadow. It features the brand’s first vegan Eye Bar, where guests can curate their own 1-pan, 3-pan, or 5-pan palettes with endless looks for every mood. 

Customers can collaborate with a makeup pro to design the ultimate artistry palette or draw inspiration from the bespoke #CuratedBy palettes of influencers such as Georgia May Jagger and celebrity make-up artist James Molloy. The Eye Bar also allows guests to book a complimentary express service with an Hourglass makeup pro to bring their custom eye look to life. 

Curator’s luxe refillable palettes are designed to be customised with a choice of 40 highly pigmented shades across 4 finishes and used indefinitely to help reduce waste over time.  In lieu of virgin plastic, the palettes are consciously crafted from tin and post-consumer recycled (PCR) plastic, resulting in a waste reduction of 1 plastic bottle per 1-pan palette, 2 ½ plastic bottles per 3-pan palette, and 5 plastic bottles per 5-pan palette.  Additionally, each individual eyeshadow pan is made from recyclable aluminum.  

Melissa McGinnis, Head of Beauty Buying at Selfridges, says: “We are incredibly excited to launch the Hourglass Curator Eyeshadow Collection here at Selfridges. We can't wait to see our customers experience the personalization offering. The range is reusable, vegan, and cruelty-free, making it the perfect addition to our Project Earth Beauty offering.”

Curator marks a pivotal next step in Hourglass’ evolution. The brand, which introduced the award-winning Confession Refillable Lipstick in 2017, will continue to explore new reusable packaging alternatives and innovations moving forward.