As we approach the end of 2025’s first quarter, beauty has fully embraced experiential marketing. Pop-ups now push traditional boundaries as brands look to impress consumers beyond the everyday. From intricately detailed immersive experiences to spaces with serious messages, beauty brands, including Lush, NARS, and L’Oréal, are tapping into growing industry trends—including sports partnerships and gaming—pulling out all the stops to connect with consumers by meeting them where they are. BeautyMatter rounds up the standout pop-ups worth noting.