Naturium celebrates UK growth with glow-giving pop-up at Battersea Power Station

Naturium is kicking off the holiday season by bringing its first Holiday Hot Cocoa Van to London’s Battersea Power Station in celebration of its Phyto-Glow Lip Balm Shimmer launch. Blending beauty with festive indulgence, the pop-up is designed to celebrate "Skin You Love, with the Ones You Love".

While the activation offers a playful moment of glow and indulgence, it also signals Naturium’s continued investment in the UK.

Set to open this Saturday, 22 November, the experience begins with an exclusive hour-long preview hosted by Naturium founder Susan Yara.

At the Holiday Hot Cocoa Van, guests will receive a complimentary Phyto-Glow Lip Balm Shimmer (the brand's latest launch, which is now available at Boots, Space NK and Amazon) alongside a specially created Phyto-Glow Hot Chocolate, a festive twist on the warming winter classic. Family-friendly meet-and-greets with Santa himself will also be available at the pop-up.

The Phyto Glow Shimmer Lip Balms, available in four galaxy-inspired shades, are a new evolution of our much-loved Phyto Glow formula, infused with a soft, multidimensional shimmer that delivers both glow and nourishment.

A Naturium spokesperson told TheIndustry.beauty: "This moment is about amplifying and celebrating our seasonal message. It celebrates the gift of Phyto Glow Lip Shimmers and invites both our community and new audiences to share skincare they love. With the arrival of the Phyto Glow Lip Shimmers, perfectly timed for the festive period, we are excited to share them with as many people as possible.

"Our goal was to create a joyful, engaging experience that brings Naturium’s holiday message Skin You Love With Ones You Love to life."

Since entering the UK three years ago, in 2022, in an exclusive partnership with Space NK, Naturium has been on an accelerated growth trajectory. In 2023, the brand was acquired by E.l.f. Beauty in a landmark $355 million deal, giving Naturium access to international distribution infrastructure and significant marketing scale. That acquisition formalised what many in the industry had already seen unfolding: Naturium’s transformation from a digitally native favourite into a serious global contender in the clinical-beauty category.

For Naturium, the activation is a way to deepen its connection with UK consumers during the peak holiday shopping period as the beauty category leans increasingly into experiential moments that merge product discovery with lifestyle storytelling.