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.