Over the past months, numerous beauty brands have enticed consumers with appealing pop-ups, allowing for sought-after, in-person interactions. As this type of activation continues to grow as a core marketing tool for the beauty industry, brands are constantly thinking of the next big event, hoping to catch consumers' attention with a wow factor and innovation. From Lush's Wes Anderson film-inspired gift shop in London to Fable & Mane's MahaMela festival in India, here are the latest stand-out beauty pop-ups selected by BeautyMatter.

Wondermind: Selena Gomez's wellness brand Wondermind hosted a newspaper stand-style pop-up in Brooklyn to encourage people to check in on their mental health. The week-long event included a range of activities that got visitors opening up about their mental health in an honest and reflective yet enjoyable fashion. From sound baths and meditations led by Sage + Sound instructors to panels and workshops hosted by mental health experts and clinical psychologists, the pop-up asked the question: How are you feeling, really? Wondermind created a 12-page magazine to honor the newsstand vibe, focused on coping with challenging mental health patches, with articles such as 27 Very Good Responses For When You're Actually Not Okay, and 8 Ways To Get Psyched About Life Again. The publication also acted as an opportunity for self-reflection, offering the chance to journal, with designated spaces for writing notes and answering prompt questions. For those who could not make the event, Wondermind uploaded a PDF to their website, which is permanently accessible and available to download.

Lush: To mark the release of the latest Wes Anderson film, Asteroid City, Lush collaborated with production company Focus Features and Indian Paintbrush to create a collection of SKUs influenced by the motion picture. Asteroid City focuses on a fictional town that celebrates asteroid day once a year, which becomes disrupted by alien life forms during its stargazing ceremony. The offerings within the collection include a bright asteroid bath bomb, UFO shower jelly (scented with the once limited-edition Space Girl scent, with citrus and berry notes), and a doomsday-inspired body soap shaped like a crater in the earth.

Alongside the collection, Lush created a pop-up gift shop in London's Soho neighborhood, decorated to replicate scenes of the film's "retro-futuristic" set. The pop-up takes the form of a rustic cafe, reminiscent of 1950s American diners, in a desert setting with bright yellow and blue walls, patchwork purple flooring, and potted cacti. When visiting the space, consumers are offered the chance to engage with Lush experts about the new products and receive free slushies decorated with bold colors and dazzling sprinkles, all while getting involved in photo opportunities.

Fable & Mane: To celebrate the launch of MahaMane at Indian shopping destination Nykaa, Fable & Mane took a trip to India to present MahaMela, dubbed the South Asian Coachella by CEO and co-founder Akash Mehta. The event occurred in a sizeable circus-like tent with an alternating purple and yellow color scheme, decorated with shelving units that held best-selling products, and bright, bold, indian-print inspired lamps and bunting. Around the tent, visitors were able to interact with the brand at several different stations, from classic carnival games offering a chance to win exclusive prizes to candy floss stations and photo booths. The event also featured a hair braiding station where those in attendance could have their hair styled using Fable & Mane products, finished with vibrant flowers dotted throughout the braids.

Made by Mitchell: TikTok MUA sensation Mitchell Halliday, who currently has a 474,000 strong following on the platform, set up shop in H Beauty Bristol to present his Mitchell Mart concept. The pop-up replicated Halliday's fun and bubbly personality, full of bright neon green and pink hues, matching the popular packaging of the artists Made by Mitchell SKUs. The temporary shop lived up to its supermarket-inspired name with shelves stocked to the brim with products, including the best-selling Blursh Blusher and Beam Lip Gloss—both of which before the pop-up were only available for purchase through the Made by Mitchell TikTok shop. The creator attended the event during several dates offering advice on application of products, products best suited to each customer, and insight into his personal favorites. The pop-up will run in Bristol until the end of October but is set to enter varying venues thereafter, with the next confirmed location being Newcastle’s H Beauty.

Chanel: The luxury fashion house has set up shop in Edinburgh, Scotland. Created to pay homage to Coco Chanel’s deep-rooted love for the Scottish Highlands, the temporary shop takes the form of a luxurious boutique, located in a traditional Scottish townhouse. The location displays Chanel’s Métiers d’Art 2023 Collection, alongside watches and fine jewelry, fragrance and beauty, throughout three floors of the townhouse. The brand chose the location to invite customers into a space that they can call their own “charming temporary home,” and is said to be a reflection of the type of house Coco Chanel would have spent her time in during visits to Scotland in the 1920s. The installation is located at Charlotte Square, Edinburgh, until August 5, 2023.

Kind to Biome: To raise awareness around microbiome-first skincare, scalp care, and haircare, Kind to Biome entered its debut collaboration with Dover Street Parfums Market (DSPM) to present a pop-up event. Featuring brands such as Haeckels, Tiny Associates, The Nue Co., and Pelegrims, who all take a microbiome-first avenue, the pop-up was decorated with soft pastel-colored walls—perhaps a hint to the soft approach to skincare the microbiome requires. "This retail partnership with DSPM is the first of its kind, but surely not the last. Scientific findings related to the skin and scalp microbiome make an undeniable case for the essential role it plays in maintaining skin health. While seeing consumer awareness increase, we are also experiencing a spike in demand for microbiome-first products from retailers," commented David Koo Hjalmarsson, co-founder, and CEO of Kind to Biome.

Clinique: Shortly after popping up at Coachella, Clinique brought its Protect Your Glow temporary shop to the streets of New York for the final stop of its tour. The activation had previously set down in LA and Chicago, as well as Arizona State University. Said to be the brand's largest activation in the past ten years by Beth Guastella, Senior Vice President and General Manager at Clinique, the NYC installation of the event took the form of a baby pink truck matched with the shade of the Moisture Surge products and decorated with large mirrors and beauty lights. Those visiting were able to learn about the importance of skincare through chats with experts while participating in giveaways and testing out the brand's newest moisturizer, Moisture Surge SPF 28 with Pro-Vitamin D. According to the brand, 50,000 samples were distributed throughout the pop-up campaign and gained over 24 million social media impressions.