Four beauty brands who choose the pop-up store to shine the spotlight

At the start of the year, to present a new product or to gain visibility, beauty brands are increasing the number of event pop-up store openings in the capital. Like Yepoda, the Korean cosmetics brand which is setting up a temporary space at the Galeries Lafayette Champs-Élysées until February 3.

After opening a pop-up store in the Marais last October, the brand founded in 2020 by the couple Veronika and Sander Joonyoung, is this time investing in the Parisian department store on the most beautiful avenue in the world. For this occasion, Yepoda, which prides itself on clean beauty, has even created a special product The Lip Treat: a lip balm. With this new ephemeral device, the brand, which is on the rise and has 146,000 subscribers on its French Instagram account alone, is therefore strengthening its notoriety in France.

Anchored in another segment of beauty, that of oral care, the French brand The Smilist, formulated with 100% natural ingredients with prebiotics and labeled Ecocert, is setting up its offer for the first time in an ephemeral space called “Le Studio “.

For one day, on Saturday January 11, the brand founded in 2022 by François Bonnat, Christiane Bonnat and Ivan Kricak is taking over 2 rue Commines in the 3rd arrondissement of Paris to offer the general public the opportunity to meet its founders and discover in preview its latest innovations.

From January 11 to February 2, the Bobbi Brown skincare and makeup brand is highlighting its range of vitamin treatments enriched with niacinamide, hyaluronic acid and vitamin B, C and E. Called L’Escale Vitaminée, this pop-up located 40 rue Vieille du Temple in the Marais offers treatments, including one in partnership with the beauty tech brand Nooānce Paris.

“The treatment begins with the application of a Nooānce LED mask to boost collagen production and promote the repair of damaged cells. The 10 minutes of LED are followed by a facial massage inspired by the ancestral Japanese technique of Kobido to amplify the “action of LEDs”, promises the brand which operates under the umbrella of the American cosmetics group Estée Lauder.

On January 18 and 19, the cosmetics brand Tarte in collaboration with the selective perfumery brand Sephora will open a pop-up store at 45 boulevard Haussmann. This place will be dedicated to its eye powder Undereyes Setting Powder. On the program: a coffee shop or gifts for the first 1,000 visitors.