To introduce its newest product, Bounce Liquid Whip Long Wear Foundation, Beautyblender, which is known for its ubiquitous hot pink makeup sponges, created its first pop-up shop in downtown Manhattan. Doused in the brand’s signature bright shade, the bodega-inspired shop was open to the public on July 25 and 26 and hosted events with special guests like makeup artist Mario Dedivanovic.
The raw space was transformed by HL Group’s event team with nods to the classic New York City bodega, including fridge cases that served as product display areas, branded grocery items like water bottles and paper towels, and hot pink milk crates.
A newsstand-inspired step-and-repeat built with custom-branded magazines became a natural photo moment for guests.
In June, Kim Kardashian West hosted her first KKW Beauty and Fragrance pop-up at Westfield Century City in Los Angeles. Customers were able to shop products from both her collections, KKW Beauty and KKW Fragrance, including limited-edition collections, Kimoji x Lumee merchandise, and more.
Creative agency Donda (which was founded by Kardashian West’s husband, Kanye West) handled the shop’s design, which featured a muted neutral palette that was reflective of the brand’s packaging, as well as oversize versions of the products as wall decor.
In July, beauty and wellness brand Byrdie hosted a 10-day pop-up event in Los Angeles with shopping partner Amazon. The space featured a curation of beauty products from the site’s editors and master classes from pros, plus guests could add their favorite items to their Amazon carts. The event was produced by Clique’s in-house experiential team, along with fabrication partner Axiom.
"Our color palette was inspired by a vintage summer in L.A. We wanted to stay away from the ultra-clean, sterile environment that our namesake [lab] is known for and instead really immerse our visitors in color,” explained Clique’s art director Kayla Griffin. “We chose the warm, saturated tones of a rich terracotta, sunny yellow, and a vivid teal paired with familiar wood and layered texture finishes to create a dream environment for our visitors."
To introduce its new spokesperson, Emily Ratajkowski, hair care brand Kerastase hosted an event, produced by Stoelt Productions and held at Penthouse 64 at the Chateau Marmont in June, with a photo wall backdrop comprised of the golden bottles of its beautifying oil.
The gathering also featured a vintage beauty salon area decorated with antique brushes, hair dryers, and mirrors; an infinity room; and professional portrait photography.
Guests could fill up branded tote bags with full-size samples in the gifting area.
In July, L’Oréal Paris spokeswoman Camila Cabello celebrated the launch of her Havana makeup collection with a Cuba-theme party at Bel-Air Bay Club in Pacific Palisades, California, with salsa dancing, as well as an acoustic performance by Cabello herself.
During the sunset party, guests noshed on Cuban fare and craft cocktails, while trying out products from the collection. The event was produced by creative agency HangarFour Creative, which is part of DKC.
Hair care brand Totalee had its grand opening party in June at its new salon in Beverly Hills. The event, which was produced and designed by Sterling Engagements, featured a large sign of the brand’s logo, which included product bottles as part of the design.
L'Oreal Professionnel hosted a one-night consumer pop-up in June at the Symes in Toronto. The event celebrated summer hair trends and offered guests hair-styling sessions, YSL Beauty makeup tips, and a pop-up shop. The event was produced by Tim:Tom and featured a pink and white color scheme.
In May at a private home in Los Angeles, CoverGirl previewed its fall collection and celebrated its new “I am what I make up” brand campaign. The event featured makeup-centric decor and photo booths, including an Instagram-ready pit filled pillows in the brand’s inclusive foundation shades. A photographer art-directed guests while they were snapped from above with an aerial camera. The event was designed by Nicole Neves of Sequin Productions.
