If you’ve ever come across a line that stretched for several blocks in New York City — there’s a good chance you’ve witnessed the incredible draw of a beauty pop-up. Sometimes underwhelming, yet never inconspicuous — POP-UPs for makeup, skincare, and fragrances are all the craze, both on TikTok and in real life. Because where there’s a photo opportunity and a chance to purchase products from your favorite brand, there’s always a crowd of beauty enthusiasts lining up overnight.
When it comes to beauty pop-ups, brands are continuously revolutionizing the game. Although some of the most successful pop-ups are incredibly straightforward, there’s always room in the beauty market for an innovative take on the concept. Because unless you’re at Rhode’s level of buzz, you need more than just a show space to generate buzz.
Of course, the promise of complimentary products and a celebrity guest appearance are always captivating, but there’s a myriad of other reasons why fans are willing to spend hours waiting in line for pop-ups. Above all, pop-ups exploit our fear of missing out (FOMO) — they’re only around for a brief period, and even if you miss out, your TikTok feed will always remind you. Setting horror stories aside, beauty pop-ups are an excellent opportunity for brands to disrupt the retail landscape and boost a significant amount of brand recognition. All it takes is a passerby asking, “What is this line for?”
Ahead, we outline some of the buzziest and most noteworthy beauty pop-ups.
TIRTIR’s Matcha Pop-Up
Recognizing TIRTIR’s new matcha skincare line, the K-beauty label designed an immersive pop-up in SoHo, NYC, drawing inspiration from Jeju. The event, which attracted over 2,000 visitors in just three days, boasted sensory elements, trial opportunities, and even a matcha latte station.
MAC x Depop Pop-Up
@miaxnicola @M·A·C Cosmetics x @Depop Collab Pop Up in 📍Union Square 💄💋 feat @leah.kateb and @HEIR JORDYN ❤️ Today, Feb 6th, from 10a-6p ⏰ run while supplies last! #miaxnicola #macxdepop #leahkateb #loveisland #jordynwoods ♬ original sound – sunshinebenzi
MAC Cosmetics and Depop teamed up to present a pop-up to fete their collaboration with Jordyn Woods and Leah Kateb. The two stars debuted curated Depop collections which included a complimentary MAC lipstick with every purchase, while the pop-up itself offered fans hot dogs, photo ops, and exclusive MAC x Depop merch.
Gisou’s Holiday Pup-Up
Right on time for the launch of Gisou’s latest Honey Glaze Collagen Therapy Lip Mask, the company executed a puppy-themed holiday pop-up in NYC, providing fans the opportunity to get their paws on the limited-edition HoneyPups bag charms. Besides the chance to grab the viral blind boxes with a qualifying Sephora order, the pop-up also gave fans the opportunity to test the lip mask for the first time in real life, enjoy adorable photo ops, and snack on festive popcorn.
@iya.rolya Gisou Holiday Pup-Up in NYC🍯🐶 Such a cute little pop-up and honestly so much fun to visit! @Gisou @sephora They have complimentary Gisou samples, a test and try area, buttery “pupcorn,” and the cutest Honey Pup setup. You can also win unique merch, and the first 50 guests receive a Gisou goodie bag✨ It’s happening today and tomorrow at Astor Place Plaza, so you still have time to attend if you’re in NYC🤍 Such an entertaining little holiday destination🤭 📍Astor Place Plaza 🗓Fri, Dec 12 11am-6pm & Sat, Dec 13 10am-8pm #gisou #gisoupopup #nycpopup #nycevents ♬ Last Christmas Czaro – Największa fanką czaro
Vyrao’s Interactive Pop-Up
In New York City, the much sought-after fragrance label Vyrao provided fans with an immersive chance to test their product range with its inaugural physical installation. Collaborated on with architectural designer OMA, the pop-up included a sensory journey for each fragrance, a curated library from Climax Books, and chocolate from Keith’s Cacao served in vessels handcrafted by Lake Bell.
Rhode’s Debut NYC Pop-Up
Although Rhode is set to launch at Sephora this fall — prior to the brand’s inception, its products have only been available for purchase on the Rhode website. Because of this, Rhode’s NYC pop-up was immensely successful in piquing beauty fans’ interest. Moreover, it served as evidence that even the simplest experience can still generate substantial buzz — as long as the brand has a high-profile founder like Hailey Bieber and the endorsement of Kylie Jenner. For Rhode enthusiasts, the pop-up provided a rare opportunity to test and buy viral products such as the Pocket Blush and Peptide Lip Tint in real life. The pop-up itself was minimalistic, featuring an interior inspired by Pocket Blush, a few mirror selfie spots, and a five-hour wait time.
@arisreynaa Rhode NYC pop-up day 1 🧃#rhodeskin #rhode #rhodenyc #rhodepopup #genz #dayinthelife #haileybieber #rhodemakeup #nyc @Hailey Bieber @rhode skin #popup #newyork @kiarra zarai ⚡️ ♬ Please Please Please – Sabrina Carpenter
Summer Fridays’ Pink Guava Pop-Up
For a single weekend, the fan-favorite brand Summer Fridays arrived in NYC with an exclusive pop-up experience to celebrate its new “Pink Guava” Lip Butter Balm. The lip balm had already created significant buzz on TikTok — so naturally, the opportunity to try the new shade before its debut led fans to line up as early as 4 a.m. Inside, select products from the brand’s range were available for purchase, including the brand new Guava balm. As for freebies, everyone received a tote bag, a Jarritos soda, a popsicle, and Swedish candy from Lil Sweet Treat.
@haileysweetiepie0 11:44 am NYC Pop-Up by Summer Fridays #summerfriday #summerfridaynyc #summerfridays #nyc #newyorkcity #popup ♬ WTHELLY – Rob49
Dior Beauty’s Bowling Alley Pop-Up
When it comes to creating a concept, leave it to Dior Beauty to set the bar impossibly high. The high-end label executed a London pop-up to align with the release of their new Addict Lip Glow — complete with a pink bowling alley and a bubble maze. The interactive experience encouraged visitors to try a claw machine, swing on a hanging bubble chair, and naturally, bowl with a Dior-branded bowling ball. While other pop-ups emphasize the shopping experience itself, Dior Beauty has mastered the craft of crafting an aesthetic universe.
SZA’s Not Beauty Anti Pop-Up
Even though Not Beauty persistently attempts to differentiate itself from other brands — it, like numerous prominent beauty brands, has perfected the pop-up model. While Rhode’s products were exclusively available online, Not Beauty’s line of outdoors-inspired lip glosses are only accessible for purchase at its pop-ups. Moreover, you can only encounter a Not Beauty pop-up in cities where SZA is on her Grand National Tour with Kendrick Lamar. But if that’s still not enticing enough, toss in a casual chance to meet SZA herself.
@kristalterrell #SZA’s NOT Beauty Pop-Up Experience — happening outside all US #GNXTour dates! 🛒 $23 for lip glosses, $40 for a hat, $45 for a tee ⛺️ Open to all fans, no show ticket necessary for this #notbeauty #szaconcert #szafan #popup #grandnationaltour ♬ original sound – Kristal
r.e.m. Beauty’s Ice Cream Shop Pop-Up
What’s one method to get beauty fans chattering? Free food. In 2023, Ariana Grande’s label r.e.m. Beauty debuted its Sweetener Foundation and toasted with an ice cream pop-up in NYC. After the standard three-hour wait, fans were met with complimentary ice cream, tone matching, exclusive merch, and the possibility to catch Grande in real life. The limited pop-up was an immense triumph, and enthusiasts have been clamoring for another in-person activation.
@victoriaillingwor The reveal! Inside the r.e.m. beauty pop up in NYC! I love participating in all things Ariana, especially in the city. #rembeauty #rem #makeup #ariana #arianagrande #ari #ag #arianag #arig #arianator #nyc #nycpopup #popupshop #popup #arianapopup #skincare #sweetenershoppe #fyp #foryoupage #fan #arifan #arianafan ♬ R.E.M – Ariana Grande
Fenty Beauty’s “Ketchup or Makeup?” Pop-Up With MSCHF
@secretnyc_ Some things you just need to see to believe in NYC! 🍅 #mysecretnyc #mschf #nycpopups #unionsquare #makeuporketchup @fentybeauty ♬ i want it i got it – Official Sound Studio
MSCHF is known for its unsuspecting, yet bizarre pop-ups. With so many buzzy activations, the brand has garnered a lot of internet attention for its peculiar concepts — like a spoof 7-Eleven storefront and an ice cream truck that offers Spongebob-inspired popsicles of CEOs Mark Zuckerberg and Bill Gates. However, in 2022, MSCHF moved into the beauty domain by joining forces with Rihanna’s label Fenty Beauty. The basic pop-up included a standard NYC hot dog cart that flaunted the “Makeup or Ketchup?” palette — inside, six ketchup packets contained either lip gloss or actual ketchup. Although this is far from your usual beauty pop-up, it’s a prime example of establishing brand notice through unconventional avenues.
Benefit Cosmetics’ Grocery Pop-Up
@selfridgesbeauty Get your shopping lists ready! The Benemart beauty grocery store is open for business at #SelfridgesLondon 🛒 Head in store for exclusive gift sets, 1:1 consultations, and play for a chance to score some @Benefit Cosmetics prizes 🛍️ The Benemart pop-up is also rolling out to the Selfridges London Foodhall (29 August – 29 September) and Selfridges Manchester Trafford (28 October – 10 November) 🙌 #benefitcosmetics #benefitbrows #beautygiftsets ♬ original sound – Dalton Smiley
Previously, Benefit established the “Benemart,” a grocery-styled pop-up inside Selfridges London. The bubblegum pink shelves were filled with nostalgic British food items, all of which actually concealed the company’s viral beauty products. Guests carried adorable baskets and were given a chance to win complimentary products. However, for Benefit aficionados outside of London, the brand launched a digital version of Benemart — allowing anyone with a computer to log in and explore the virtual space.
NYX’s Barbie Beach House Pop-Up
@timeoutlondon Craving a break from rainy London? Head to @NYX Cosmetics’ Barbie beach-side make-up station 🌞💄 #Londonpopups #CoventGarden #barbiemovie ♬ All I Want Is You – Disco Lines
Capitalizing on its limited-edition Barbie collection, NYX transported London to Malibu with a beach house pop-up. Beyond the evident photo ops, the pop-up also included a complimentary slushie station, a glam squad to do your makeup, the chance to buy the capsule products in person, and a photo booth. Like other extravagant pop-ups, the Barbie beach house transported devotees to a completely new realm — one that emphasized fun above all.
Lancome’s Idole House Pop-Up With Olivia Rodrigo
@lizziewithachance naturally, our first NYC pop-up of the summer was for our girl Olivia Rodrigo 🫡 AND MY LIP GLOSS OBSESSION ISN’T CEASING ANYTIME SOON YIPEEEE @scrapham200 📍210 Lafayette Street #nyc #nycthingstodo #nycpopup #lancome #lancomemakeup #lancomefragrance #idolehouse #oliviarodrigo ♬ deja vu – Olivia Rodrigo
Celebrity-supported pop-ups face no problem luring a crowd, and that’s precisely what Lancome’s Idole House pop-up in NYC achieved. The luxury brand declared that ambassador Olivia Rodrigo was launching her own lilac shade of the iconic Juicy Tubes lip gloss, and teased that the first 100 folks in line would receive one for free. Consequently, chaos ensued and enthusiasts lined up overnight, hoping to secure the complimentary product. Within the pop-up, Lancome provided visitors with a keychain station, a glam zone for makeup touch-ups, a lash bar, and a claw machine offering even more chances to score free full-size products.
