Elemis to open 'Cleansing Lab' pop-up in London

British skincare brand Elemis is opening a pop-up in London's Covent Garden later this month, celebrating 10 years of its bestselling Pro-Collagen Cleansing Balm.

Running from 21-23 July, the Elemis Cleansing Lab will host a range of immersive experiences, including a Scent Distillation Station, Balm Booth and Research Area.

It will also offer limited-edition Cleanse & Glow Facials, as well as the opportunity for visitors to learn more about the Pro-Collagen Cleansing Balm through Texture Tester and Experimental Zone activations, where exclusive prizes will be on offer.

With one sold every 10 seconds globally, the Pro-Collagen Cleansing Balm features a balm-oil-milk formula to melt away makeup, daily pollutants and impurities for a "soft and glowing complexion".

Susan Harvey, General Manager at Elemis, said: "This immersive experience pushes the boundaries as we continue to excite and engage our communities around our bestselling Pro-Collagen Cleansing Balm.

"The pop-up is a playground for skincare fanatics with sensorial touch points that will surprise and delight."

Covent Garden has hosted a number of beauty pop-ups over the years, with brands such as Tatcha, Rituals, Benefit Cosmetics, Shiseido, Beauty Pie and The Inkey List.

Earlier this week, NYX announced its upcoming pop-up in Covent Garden. Running from 14-16 July, the space will celebrate its new limited-edition Barbie the Movie collection in partnership with Warner Bros.