British beauty challenger-brand group, Brand Architekts Group plc. has formed a new retail partnership with THG Ingenuity, to create a unique e-commerce beauty proposition, The Unexpekted Store.

Born from a shift in consumer shopping habits following the pandemic, The Unexpekted Store is a retail destination that places the consumer’s wants and needs at the forefront of the proposition. Spanning Skincare, Wellness, Haircare, Bodycare, Beauty Gift and Accessories, every brand and product included on the site is created and developed by a team of in-house beauty experts to combine efficacious formulations with affordable price tags, that give customers a memorable shopping experience, without compromise.

The Unexpekted Store is now live at theunexpektedstore.com.