Saltair leans into community-first approach with UK pop-up

Bodycare brand Saltair, founded by model Iskra Lawrence, is expanding its community-led approach with a new pop-up.

Running from 1-2 May in partnership with Space NK at Duke of York Square in London, the Coral Coast Soft Serve Truck marks the UK launch of the brand’s new Coral Coast collection.

The activation reflects a wider shift in beauty marketing towards experience-led engagement, where brands aim to build loyalty and cultural relevance through immersive, shareable moments.

The concept brings the Coral Coast range to life beyond the product, creating a sensory environment inspired by soft colour palettes and tropical, beach-inspired scents.

As part of this, visitors are offered complimentary guava and vanilla dairy-free soft serve topped with coconut sprinkles, designed as a playful extension of the collection.

By focusing on participation rather than traditional advertising, Saltair continues to emphasise community-building and experiential retail as part of its brand strategy.

Saltair is positioned as a modern bodycare brand focused on elevating everyday routines through sensorial, ingredient-led formulations.

The brand launched in the UK with Space NK last October and has become one of the fastest-growing bodycare brands in the US since its launch in 2022.

Its products combine skincare-inspired actives with botanical extracts and oils, and are positioned as vegan, cruelty-free, and developed with sustainability considerations in mind.