Huda Beauty has cancelled a pop-up event to mark the launch of its new Strawberry Latte Collection, which would have seen the brand takeover three Fellini Cafe locations in New York City, US.
Huda Beauty told Cosmetics Business the cancellation is “due to scheduling”, adding, “the brand has pivoted to a later date activating only influencers and no longer consumers”.
Cosmetics Business has received notification that Sephora and Fellini Cafes were contacted by activists petitioning for the activation to be cancelled, although there is no knowledge or evidence of this being connected with the decision to cancel the pop-up.
Cosmetics Business has reached out to Sephora for comment.
The one-day pop-up was set to see the make-up brand – owned and founded by Huda Kattan – tap into café culture in Fellini’s SoHo, West Village and Meatpacking locations on 18 April.
The cafés were set to be transformed into a Y2K Strawberry Latte experience, with free strawberry lattes for customers who purchase Huda Beauty at retailer Sephora.