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Here's the scoop on Saie's new ice cream parlour pop-up with Cult Beauty

Sophie Smith
09 July 2024

US-based beauty brand Saie is opening a two-day pop-up in London later this month in a first-of-its-kind collaboration with Cult Beauty as it becomes the retailer's 'Brand of the Month'.

Taking place at 59 Greek Street over the weekend of 20-21 July, the Soft Serve Parlour will attempt to "transport visitors back in time while celebrating the timeless glow of Saie beauty".

It promises to immerse guests in vintage vibes with staff donned in old-school ice cream parlour uniforms, ready to guide them through the brand's best-sellers and exclusive merchandise.

Customers will also be invited to indulge in artisanal soft-serve flavours inspired by Saie's best-selling Glowy Super Gel, as well as enjoy shade matching services and a polaroid station.


What's more, Saie has also partnered with Cult Beauty to introduce branded taxis across central London throughout July, in celebration of its new Dew Bronze and Dew Blush ranges, which will also be available to purchase at the Soft Serve Parlour.

Established by Laney Crowell in 2019, Saie is committed to high-performance formulas, sustainable packaging, and practices that harmonise beauty with environmental responsibility.

Inspired by design and driven by clean, good-for-you ingredients, the brand is defined by its C.L.E.A.N criteria, meaning that its products are developed through a Conscious approach that prioritises Luxurious and Earth-minded ingredients, resulting in Award-winning products to create a New kind of makeup.

Read's exclusive interview with Laney Crowell on how she created clean beauty brand Saie.

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