In Review 2024: Beauty's best pop-ups

Sophie Smith

23 December 2024

As we reflect on the changes that shaped the retail landscape in 2024, one trend stood out: pop-ups.

This concept is particularly popular across beauty, with more and more brands hosting these temporary activations to drive brand awareness, engagement and sales.

As we approach 2025, TheIndustry.beauty takes a look at the top beauty pop-ups from the year.

Shoppers check out Benefit’s grocery-themed pop-up

Benefit Cosmetics opened a pop-up in partnership with Selfridges, inviting shoppers to its playful grocery store concept in London and Manchester. The pop-up offered limited-edition beauty gift sets and holiday stocking fillers for brows, pores, lashes, cheeks, and more - each inspired by favourite nostalgic British household delights.

From cans of 'Peas, Love & Pores', 'Soup’d Up Beauty' and 'BADGAL Energy Beauty Booster' energy drinks to 'Whole Latte Lashes' coffee cup stocking fillers, reusable 'Lookin' Crisp' packet makeup bags, and more, the new concept hoped to offer an "unconventional and unparalleled" experience for consumers. Other highlights included one-to-one consultations and free sampling, as well as the chance for guests to win deluxe-sized beauty prizes.

Glow For It launches debut pop-up ahead of Christmas

TikTok viral beauty brand Glow For It hosted its first-ever pop-up, sharing limited-edition gifts with consumers ahead of the festive season. Located at 32 Connaught Street in London, the recent activation allowed guests to shop exclusive products that could not be purchased online.

Its existing product range was also available at the pop-up, including its bestselling Lash Serum, Brow Serum, Hair Serum, Mascara and Lip Oils, as well as exclusive discount cards that can be redeemed against future purchases.

Debenhams

Debenhams hosts exclusive pop-up spa experience in London

Debenhams took over the Aire Ancient Baths in London's Covent Garden in September, offering a number of treatments to showcase the beauty brands available at the digital department store.

As part of this, the pop-up invites guests to immerse themselves in a day of relaxation.Experiences include a luxurious massage or facial treatment by Clarins or Decree, curated ancient baths with Kiehl’s, nails by OPI, and expert makeup tutorials from MAC Cosmetics.

Beauty Pie opens festive pop-up in London's Mayfair

Beauty Pie opened a pop-up in London, inviting members and beauty enthusiasts alike to "unwrap a new way to shop for high-end beauty". Taking place in the heart of Mayfair, the pop-up showcased the online retailer's 2024 gifting collection, featuring a selection of indulgent beauty gifts.

It also stocked Beauty Pie's full range of hero products across skincare, makeup, fragrance and bodycare, with the option to buy online on the day and enjoy free express shipping.

Charlotte Tilbury invites Londoners to step into 'the future of fragrance'

Charlotte Tilbury invited consumers to a magical realm of olfactory experiences at an immersive pop-up hosted in London earlier this year. To celebrate its first foray into fragrances, which launched in April, shoppers were invited to discover the new innovative scents from 10-19 May.

Visitors who stepped into the magical portal – a kaleidoscopic archway - were transported to six multi-sensory worlds, each representing a different emotion evoked by the collection of fragrances - Love, Happiness, Seduction, Energy, Serenity and Empowerment.

Cult Beauty celebrates recent rebrand with pop-up in London

Online retailer Cult Beauty launched a new pop-up in London, celebrating its recent rebrand. The Cult Beauty Playground took place from 9-10 November, allowing visitors to explore 13 unique brand experiences.

As part of this, the activation spotlighted hundreds of "must-have" products from trending brands such as Vieve, Medik8 and Summer Fridays. There was also curated edit boxes and merch available, as well as the chance to win prizes, including through a bespoke beauty vending machine.

Simple

Simple opens first-ever UK pop-up in London

British skincare brand Simple opened its first-ever UK pop-up in London, in partnership with Superdrug. Taking place in June at The Stables in Covent Garden, the pop-up promised to provide a "one-off experience that put the power of transformative skincare firmly back into your hands".

The experience allowed guests to explore the science of skincare, diving into the brand's product formulations while exploring expert advice from Dr. Ifeoma Ejikeme and Dr. Beibei Du-Harpur and hosting exclusive panel talks with various celebrity guests. It also offered personalised consultations, express treatments, and AI-powered skin analysis for bespoke product recommendations.

The Inkey List unveils new pop-up featuring 'world's first hydrating billboard'

The Inkey List launched a pop-up billboard, featuring a "world-first" immersive experience to celebrate its latest campaign. The activation took place at the junction of Quaker Street and Braithwaite Street in Shoreditch.

As part of this, with the AskINKEY team on site, guests were able to have their skin’s hydration levels tested. Once confirmed, visitors could simply press a button to activate a tap that released a free Hyaluronic Acid Serum (30ml). There was also an exclusive sneak peek and sample of the brand's latest product, which launches in January.

Sephora

Sephora opens summer pop-up with Sol de Janeiro

Sephora partnered with Brazilian bodycare brand Sol De Janeiro to open a pop-up at Westfield London. The activation brought pool-side vibes to the retail destination in a first time collaboration for the two brands.

The event allowed customers to explore Sol De Janeiro's bestsellers through product demos, workshops and trials, where customers could discover their new favourite scents and summer bodycare rituals. It also boasted interactive technology with dance off machines and games, as well as free samples and the opportunity for guests to uncover exclusive branded merchandise in the ‘Lockers of Luck’.

Rhode says 'Hi London' with first UK pop-up

Rhode started a frenzy after launching its first-ever pop-up in the UK, from 17-20 October. Rhode was founded by American model Hailey Bieber in June 2022, offering customers a chance to achieve her 'glazed' skin for an affordable price - products are all below £30.

The pop-up allowed customers to try out the brand's new Barrier Butter before its launch on 28 October. In addition, visitors could shop products from its sought-after skincare, Pocket Blushes and Peptide Lip Treatments.

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