Ilia debuts next-gen concealer with two-day pop-up in London

Ilia is hosting a two-day pop-up in London this week to mark the launch of its new Skin Blur Serum Concealer.

Taking place at 59 Greek Street in Soho, The Complexion Gallery will be open to the public from 13-14 March, offering visitors the chance to explore the new formula firsthand.

Described as a lightweight, serum-like formula that promises "softly blurred coverage", the new concealer promises to hydrate the skin, resist creasing and offer up to 12 hours of wear.

It replaces the US-based beauty brand's original True Skin Serum Concealer, which was first launched in 2019.

As part of the event, guests can discover and test the new Skin Blur Serum Concealer and receive a personalised shade match from professional makeup artists.

The pop-up will also feature exclusive merchandise, giveaways, custom embroidery, Polaroid photography sessions and interactive games. Additionally, the first 50 people in line each day will receive a complimentary Ilia gift.

The experience reflects a broader trend among beauty brands and retailers of using immersive experiences to introduce new products and engage consumers.

Last week, skincare giant Garnier unveiled an immersive pop-up to celebrate the launch of its new Hydrating Sorbet Cream.

Other recent brand activations include Innisfree, which showcased its new Green Tea Ceramide Milk, and Clarins, which marked the debut of its Double Serum Foundation with The Radiance Studio.