With summer in full swing, beauty brands from far and wide engaged with their consumers through seasonal pop-up activations. This time around, beach clubs, the Omani desert, and French pharmacies were the focal points, transporting consumers to destinations away from the hustle and bustle of everyday life. Including activations from Goop, NYX Professional Makeup, and Kylie Cosmetics, BeautyMatter explores the stand-out pop-up shops from summer 2024.
