In Pictures: Beauty Pie's Covent Garden Pop-up

Beauty Pie, the disruptive beauty subscription business from serial entrepreneur Marcia Kilgore, threw the doors open to its "Warehouse of Dreams" pop-up store in Covent Garden this week.

The pop-up is designed to emphasise the Beauty Pie's transparent approach to pricing (it buys direct from beauty labs globally cutting out the need for a "middleman" and additional mark-ups), which means it can offer premium products at "warehouse pricing". 

Customers take a list and can don a helmet and hi-vis vest if they wish

Located at 7 James Street in the heart of Covent Garden, the experiential store will be open daily until 11 July.

Upon entry, customers are invited to pick up an order form and clipboard and, should they wish, don a pink safety helmet and high-vis vest and make their way around the store to create a list of the items they wish to buy.

The full extent of the range becomes clear in this store

The store contains the full Beauty Pie offer and serves to highlight the extent of the range, from supplements, to skincare, bodycare, beauty tools, home fragrance and cosmetics.

Once the shopper has completed their list, they take it to the warehouse counter at the rear of the store where it is picked and packed before payment is taken.

The Warehouse counter where orders are placed

The store is an Instagrammer's dream with the opportunity to play dress up with the helmets and hi-vis vests, plenty of opportunity to try the product and immerse yourself in the brand's high energy and humorous vibe.

You can, of course, also become a Beauty Pie member in-store, which enables you to access its "warehouse" prices (which are up to 75% off a typical retail price), so this exercise should be an effective customer acquisition tool for the brand.

All products are shown with retail and member prices

Each product is shown with its retail price and its member price, and with membership from £10 a month or £59 a year, the favourable economics of joining become quite clear very quickly. If customers needed further persuasion to join the Beauty Pie club, there are plenty of compelling and quirky messages plastered on the walls to drive home the message.

"Don't just be gorgeous, be smart and gorgeous" or "Overpaying is officially over" the signs say. Another states that Beauty Pie has been, "Ripping up the old beauty industry rule book since 2017". And that's what the brand is continuing to do with this immersive experience.