Cult Beauty teams up with Smoov for summer wellness pop-up

Cult Beauty is launching a summer pop-up in partnership with London-based wellness smoothie bar Smoov.

Located at 18 Buckingham Palace Road, the activation will run from 30 June to 2 July, offering visitors a selection of beauty products and in-store experiences.

As part of the collaboration, Smoov will introduce four limited-edition smoothie blends inspired by different summer wellness themes: The Early Mover, The Slow Girl Summer, The Social Spark and The Golden Hour Muse.

The first 30 visitors each day will receive a complimentary smoothie and a tote bag containing beauty products from brands including Krave Beauty, Milk Makeup, VIEVE, Saie, Ultra Violette, Sunday Riley, Patrick Ta, Medik8 and Nécessaire.

Selected tote bags will also contain one of six golden tickets, with winners receiving Cult Beauty Gold Tier Status and 1,000 Status Points.

Visitors can additionally scan an in-store QR code for the chance to win a £150 Cult Beauty gift card, along with 20% off and 10 complimentary smoothies from Smoov.

The collaboration comes amid growing interest in “inside-out” beauty, as an increasing number of consumers embrace a holistic approach to wellness that combines nutrition, gut health and lifestyle habits with traditional skincare routines.

The exclusive smoothies feature a blend of beauty-boosting ingredients, including marine collagen and ashwagandha, alongside a variety of fruits designed to support overall wellbeing and skin health.