Merit targets UK market with new pop-up in London
In celebration of Merit's descent into the UK market, with its launch into Sephora, the makeup brand and the beauty retailer have teamed up on a pop-up to introduce Brits to Merit's minimalist makeup.
After entering the UK via its direct-to-consumer website in February 2023, California-based brand has finally hit shelves in partnership with Sephora, representing the first time customers can shop Merit in person across the region. The launch will offer a touchpoint for physical product discovery for UK customers at seven of the beauty retailer's locations.
Following its brick-and-mortar debut, the brand is popping up in Covent Garden this weekend, on 5 and 6 April. Open to the public, this immersive experience is the perfect opportunity for beauty lovers to discover Merit’s best sellers.
Aila Morin, Chief Marketing Officer at Merit, said: "Over the past two years, we've found that there’s a deep alignment between the modern British approach to beauty and Merit's ethos. We have always admired Sephora’s focus on community building, and can’t wait to build upon its entry in the British market by bringing our approach to responsible luxury to even more British shoppers."
One side of the pop-up will feature touch-up stations, where makeup artists will be offering quick lip and cheek combo touch-ups using Merit’s best-selling Flush Balms and the brand-new Shade Slick Sheens. Attendees can purchase these cult-favourite products on-site.
On the other hand, visitors can take a moment to unwind with complimentary tea and Merit-branded hot cross buns.
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