Last year saw the consolidation of beauty retail, making it increasingly difficult for indie brands to break through and land meaningful representation on shelves. Masami, the clean haircare brand, leads a group of indie beauty brands to take control of their retail destiny, creating a curated pop-up destination.

"Retail is not only unpredictable these days, but it's also expensive for small brands like ours, not to mention challenging to get support from the retailers when you're a relatively new brand. We wanted to take control of the retail experience by creating our own pop-up where we can host events, livestream, and give consumers the opportunity to discover good-for-you brands they wouldn't find at Sephora or Ulta," said Lynn Power, co-founder & CEO of Masami.

The two-month Conscious Beauty Collective pop-up will launch on April 1 in San Francisco at Stonestown Galleria located at 3251 20th Ave on the second level across from Sephora.

According to Carol Christopher, CEO at Ellis Day Skin Science, "This pop-up gives us the chance to generate awareness and visibility while also creating engaging content. As a San Francisco-based brand, we will be actively involved in several events and look forward to connecting (mindfully of course) with our customers."

The brands will activate the space with educational events, live-streaming, sampling, and "meet the founders" events. The Conscious Beauty Collective will also host experts like Ageist, The W Marketplace, and Partum, and invite influencers to experience the brands and create content in the space. Cassandra McClure, the OG of haircare and Clean Beauty Podcast host and founder of the Clean Beauty Con collective, is working closely with the brand founders to curate limited-edition Clean Beauty Kits for the brands to reach like-minded influencers in the conscious beauty space.

Marie-Pierre Stark-Flora, founder of Herb+ Flora, adds that, "Partnering with like-minded brands has been a successful strategy for us over the past 2 years since we launched. We've all been challenged by the impact of COVID, so supporting each other has been one of the positives. We look forward to expanding our relationship with other clean, sustainable brands through the pop-up experience and beyond."

Laurie O'Hara, founder of Olita, says, "Olita is thrilled to participate in this amazing pop-up event with other mission-based clean beauty brands. We are so excited to showcase the Olita difference in sun care where our focus is protection with a purpose."

As retail continues to evolve, this is an excellent example of how reinventing the retailer relationship can be mutually beneficial for brands and real estate companies, and we expect that more innovative solutions and partnerships will "pop up." The group is looking to create additional pop-up experiences across the US in 2022 and beyond.

The pop-up includes value-based conscious beauty and wellness brands: Masami, Brush Beauty Balm, Buffalo Gal Skincare, Caire Beauty, Elaine Wellness, EllaOla, Ellis Day Skin Science, Health Academy, Hear Me Raw, Herb + Flora, Immunocologie, Impact Naturals, Isle de Nature, Lamik Beauty, Life Around 2 Angels, Madame Gabriela, Melanie Mills Hollywood, Melixir, Olita, Puzzle Makeup, Red Pantz, Scentfluence, Sweet & Kind, and The Sexiest Beauty.