Kérastase brings its signature shine to Soho with new pop-up

Haircare brand Kérastase is turning up the shine in Soho with House of Gloss - an immersive pop-up experience designed to celebrate the brand’s biggest haircare launch of the year: Gloss Absolu.

Opening its doors from 10-18 May at 59 Greek Street, the free-to-enter House of Gloss invites visitors to enter its interactive space dedicated to hair transformation and education while spotlighting the new gloss-enhancing innovation.

Hussein Jaber, General Manger of Kérastase UK, told TheIndustry.beauty: "The House of Gloss represents a significant ambition to engage directly with our stylists and consumers and reinforce Kérastase's position as a leader in luxury professional haircare.

"Increasingly, thought-provoking brands are leveraging pop-up experiences to forge deeper connections with their audience. By creating immersive environments that go beyond traditional retail, brands like Kérastase can offer unique, memorable interactions that resonate with consumers on a personal level, fostering brand loyalty and driving excitement for new product launches. We're excited to welcome consumers into the World of Gloss!"

The experience spans multiple touchpoints. At the Gloss Absolu discovery floor, visitors can interact with the full product range, enjoy playful opportunities to win prizes and immerse themselves in visually captivating displays. A professional scalp diagnosis area offers personalised insights, while the masterclass lounge plays host to a curated line-up of expert-led sessions.

Explore Kérastase products through interactive and personalised experiences designed to unlock your hair's full potential. Uncover the secrets to a healthy scalp with our professional diagnosis area, and prepare to be inspired in our masterclass lounge.

But the pampering doesn't stop there. The haircare brand is inviting beauty lovers to join them for Mocktail Monday and Get Glossed Friday for extra special treats and surprises.

During the 8-day-long pop-up there will also be a dynamic calendar of expert-led masterclasses. Highlights include:

Your Hair Questions Answered: LuxeGen & Chlöe Swift

• In partnership with SheerLuxe, the double masterclass sees hair expert Chlöe Swift and LuxeGen take the floor to address common concerns and offer pro-level tips for achieving salon-worthy results at home.
• Tuesday 13 May | 5:30–6:30pm / 7:00–8:00pm | Capacity: 30

Crafting a Lasting Career: Girls in Marketing x LinkedIn

• For those looking to build their confidence and navigate the job market, this empowering session with Girls in Marketing and LinkedIn’s Zara Eaton dives into career planning, interview success and personal branding.
• Wednesday 14 May | 6:30–7:30pm | Capacity: 30

Building Your Personal Brand: Girls in Marketing

• Aimed at aspiring entrepreneurs and content creators, this session explores how to define and elevate your personal brand.
• Thursday 15 May | 5:00–6:00pm / 6:30–7:30pm | Capacity: 30

Get Glossed: Pre-Party Pampering with Kérastase & YSL

• Friday’s Get Glossed event offers hair touch-ups with Kérastase’s new Glaze Drops, make-up refreshes courtesy of YSL and complimentary drinks - all designed to set the tone for a night out in Soho's streets.
• Friday 16 May | 4:00–7:00pm | Capacity: 36