K-beauty brand Laneige is set to make a splash in the UK with its first-ever pop-up event in London’s Covent Garden on 11 April 2025.
The event, designed to immerse attendees in the world of hydration and skin care innovation, will spotlight the brand’s Bouncy & Firm range, offering an exclusive “ultimate hydration experience”.
The pop-up will feature expert-led skin consultations, photo-ready installations, a relaxation space to soak up the spring sunshine and complimentary milk boba teas.
Speaking exclusively to Cosmetics Business, Dennis Sungsue Yang, General Manager at Amorepacific, explained the brand’s decision to bring its first UK pop-up to Covent Garden.
“We wanted to give back to our UK consumers what better way to do it than with a pop-up?” said Sungsue Yang.
“Covent Garden is a prime London location with high footfall from both tourists and locals, with the space we needed to create an eye-catching experience, it was the perfect choice.”
At the heart of the pop-up is the Bouncy & Firm range, developed to align with the growing trend of preventative skin care.
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