Rebranded Cult Beauty to open ‘playful’ London pop-up

By Julia Wray | Published: 5-Nov-2024
Retail

Running 9 to 10 November, the online beauty retailer’s physical activation showcases its recent rebrand and promises to inspire experimentation

Cult Beauty, the digital beauty retailer, is unveiling a “playful” UK pop-up to mark its renewed identity. 

Promising “products and experiences to inspire experimentation and play”, the activation will take place 9 to 10 November.  

It will feature 13 of Cult Beauty’s most sought-after brands, including Vieve, Simihaze, Summer Fridays and Medik8. 

Attendees can discover curated edit boxes and bespoke beauty vending machines, as well as being in with a chance of winning exclusive prizes.

Cult Beauty’s pop-up takes place at Protein Studios in fashionable east London.

It follows the THG-owned beauty e-tailer’s recent rebrand announcement after 16 years in business.  

The new-look Cult Beauty boasts a refreshed identity to reflect its “diverse community of beauty lovers”, according to Cult Beauty Brand Director Indigo Clarke.

It also launched a new tagline, ‘for the love of beauty’, and logo. 

Cult Beauty was founded in 2008 by Alexia Inge and Jessica Deluca. 

The e-tailer was bought by THG in 2021 for £275m.

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