Pop-up shops, designed to be temporary yet impactful, have become the canvas for brands to show off their creativity, engage with consumers, and redefine the beauty shopping experience. Kicking off 2024, the industry presented a range of pop-ups, all with their own branded spin. e.l.f Cosmetics took shoppers to the ski slopes with a winter cabin activation, Dove took over a bar to celebrate its new SKUs, and Sol de Janeiro toured the world to encourage consumers to share compliments. BeautyMatter outlines the best beauty pop-ups of this year so far: