Key Takeaways:Seasonal beauty pop-ups merge lifestyle, community, and product storytelling.Food-inspired activations, especially ice cream, dominate summer 2025 marketing.Immersive experiences drive consumer engagement, social buzz, and measurable impact.Summer-themed pop-ups keep on coming, bringing a range of activations focused on connecting consumers to brands through community. In the spirit of hot weather, Kosas and Patrick Ta branched out to boats, hosting influencers and fans at sea. Ice cream has also become a thing within beauty, with exclusive branded twists from Aveda, EOS, and Got2B. BeautyMatter rounds up the activations that captured our editorial team's attention over the past months.