Retail giant, Marks & Spencer, has announced a new beauty offering, which will be rolled out in stores next year, starting online and at the Kensington High Street branch in May, with 100 launched in the following months.

The M&S Beauty departments will feature handpicked brands, including Dr Murad from the US and Apivita from Greece, as well as its own eco-friendly brand, Pure.

Service is a big part of the offer and M&S says it will make beauty buying simple, fuss free and with no hard sell.

Managing director of Murad UK, Elliot Walker, says: “We are absolutely thrilled to be chosen as an anchor brand of Your Beauty at M&S. The concept is sure to change the beauty retail industry as we know it.”