Despite being only three months into the year, 2024 has already witnessed a surge in the proliferation of beauty pop-ups. These temporary activations have captured the imagination of consumers and industry insiders alike, redefining traditional notions of retail and marketing. Food was a popular focal point, with several brands, including HiSmile and Nina Ricci hosting café-inspired events. Print publications are once again on the rise, although not where one may have expected them to be, with Paula's Choice and Versed both creating their own magazines to accompany their activations. BeautyMatter rounds up the pop-up stores that captured our editorial team's attention across the past few weeks: