Cult Beauty to celebrate recent rebrand with new pop-up in London

Online retailer Cult Beauty is launching a new pop-up in London, celebrating its recent rebrand. 

Located at Protein Studios in Shoreditch, the Cult Beauty Playground will take place from 9-10 November and will allow guests to explore 13 unique brand experiences.

As part of this, it will spotlight hundreds of "must-have" products from trending brands such as Vieve, Medik8 and Summer Fridays.

There will also be curated edit boxes and merch, as well as the chance to win prizes, including bespoke beauty vending machines.

Indigo Clarke, Global Brand Director at Cult Beauty, said: "Following the launch of our fresh, bold rebrand, we wanted to follow up by physically reintroducing ourselves to our community with an immersive pop-up that invites our audience to explore, experiment and express themselves.

"It is also the Holiday season, so we're leaning into nostalgia with a playful, experiential event brimming with games and activities, as well as expertly curated beauty."

Cult Beauty was founded by Alexia Inge and Jessica Deluca in 2008. Fast forward 16 years and the UK-based business continues to deliver expertly curated beauty, bringing the latest trends, products and innovations to consumers.

To drive forward its mission to "unlock a love of beauty in all ages and faces", the online retailer rebranded last month with a new logo and tagline, 'For the Love of Beauty'.

Francesca Elliott, Managing Director at Cult Beauty, said: "This new era of Cult Beauty allows us to stay ahead of trends, connect more deeply with our customers and continue offering a modern, elevated shopping experience that aligns with the innovative brands we represent."

The Cult Beauty Playground marks yet another pop-up taking place this month, with Diptyque and Jo Malone London having also recently launched their own activations.