In Pictures: VIEVE opens latest pop-up in Glasgow

VIEVE has opened its latest pop-up, driving further engagement in its hometown of Glasgow, Scotland. 

Taking place at Buchanan Galleries, the new pop-up will showcase the brand's full makeup range, as well as new and exclusive merchandise, until 23 December 2024.

Founded by Scottish makeup artist Jamie Genevieve in 2020, VIEVE has built a loyal community with its collection of vegan and cruelty-free beauty products.

Its latest pop-up in Glasgow marks yet another experience by the brand, having already hosted a number of other activations in the Scottish city, as well as a UK roadshow earlier this year.

"We are thrilled to bring our Glasgow pop-up back for its fourth consecutive year," VIEVE told TheIndustry.beauty.

"Glasgow holds a special place in our hearts with it being Genevieve’s vibrant home city and we are grateful for the incredible support of our dedicated community here."

Kathy Murdoch, Centre Director at Buchanan Galleries, added: "There is already a real buzz about VIEVE returning to its hometown with a new pop-up, providing an opportunity for visitors to explore its beauty collection."

The news comes as more and more beauty brands and retailers host pop-ups across the country to entice consumers, driving brand awareness, engagement and sales.

This weekend alone, Clinique, Glow For It and Lookfanstic are all hosting their own pop-ups in London, each showcasing their product offerings ahead of Christmas.