Hourglass celebrates complexion innovation with Soho pop-up

Hourglass Cosmetics is reinforcing its status as a complexion powerhouse this summer with the launch of The Vinyl Lounge, a limited-time immersive pop-up experience in London’s Soho.

Coinciding with the debut of its latest complexion campaign and the announcement of singer-songwriter Gracie Abrams (pictured) as its Global Brand Partner, the event blends music, artistry and makeup at the Sounds of the Universe record store on Broadwick Street.

Taking place for one day only on Friday 4 July, The Vinyl Lounge offers beauty lovers an opportunity to explore Hourglass’s complexion range through personalised shade-matching services, a curated retail selection and live music from an in-store DJ. Exclusive gifts-with-purchase will be available all day long.

Anchoring the campaign is a trio of hero products: the Vanish Airbrush Concealer, the Veil Hydrating Skin Tint and the Phantom Volumising Glossy Balm. Each is designed to deliver what the brand calls "complexion without the complexity".

The Vanish Airbrush Concealer, which sells one unit every ten seconds globally,  is a full-coverage, waterproof formula that lasts 16 hours. For those seeking light, hydrating coverage, Veil Hydrating Skin Tint offers a sheer, dewy glow while increasing skin hydration by 52%. With its lightweight, skin-melting texture, it’s designed for everyday wear and effortless blending.

The Vinyl Lounge activation also marks the UK stop in a series of Complexion Destination events around the world, with similar experiences taking place in New York, Paris, Dubai and Toronto. These curated city pop-ups are a key part of the brand’s global strategy to immerse consumers in the world of Hourglass.

Similarly, Sculpted by Aimee recently hit the road with its touring complexion-focused pop-up. The Irish beauty brand brought its Base Camp pop-up tour to London's Covent Garden on 29 June.

Here, visitors experience personalised shade-matching consultations with Sculpted’s team of experts, alongside the opportunity to take part in the brand’s "Trade Your Base" initiative. This allowed guests to swap out their current, mismatched foundation from any brand in exchange for a perfectly matched base from the Sculpted collection.