The pop-up is aimed at promoting the minimalist brand’s launch into Sephora UK last month.
After two years of rapid growth as a direct-to-consumer (D2C) brand in the UK, the move meant UK customers could experience the brand's products in person for the first time.
The pop-up will be held in Covent Garden this weekend on 5 and 6 April.
The pop-up is open to the public, and the brand said the immersive experience is the “perfect opportunity” for beauty enthusiasts to discover cult Merit products.
The activation will have stations where make-up artists will be offering quick lip and cheek combo touch-ups using Merit’s Flush Balms and the brand's newest launch the Shade Slick Sheens.
The brand also said to expect complimentary tea and Merit-branded pastries.
Alia Morin, Chief Marketing Officer told Cosmetics Business last month that the brand respects the British consumer as they have always had a “strong response” to the brand.
“The strong response from British consumers over the last two years demonstrates the universal appeal of a beauty brand that meets the realities of daily life,” Morin added.
“Our intuitive, streamlined approach has resonated with our UK community, who have been requesting a retail presence to experience the products in person since we launched.
“We're looking forward to growing alongside them, and creating a B&M experience for our UK consumers at long last.”
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