The Most Unforgettable Beauty Pop-Ups of All Time

If you've ever stumbled upon a line that went on for several NYC blocks — chances are, you've witnessed the very real power of a beauty pop-up. Sometimes underwhelming, but never discreet — makeup, skincare and fragrance pop-ups are all the rage both on TikTok and IRL. Because where there's a photo op and the chance to buy products from your favorite brand, there's a crowd of beauty lovers lining up overnight.

When it comes to beauty pop-ups, brands are constantly reinventing the wheel. Although some of the most successful pop-ups are extremely simple in nature, there's always room in the beauty space for an innovative take on the format. Because unless you're on Rhode's level of hype, you need more than just a showroom to get people talking.

Of course, the promise of free products and a celebrity appearance are always intriguing, but there's many more reasons why fans devote hours of their day to lining up for pop-ups. Above all else, pop-ups capitalize on our FOMO — they're only around for a limited time, and even if you miss out, your TikTok feed will never let you forget it. Horror stories aside, beauty pop-ups are a prime opportunity for brands to disrupt the retail landscape and raise an immense amount of brand awareness. All it takes is a passerby to ask, "What is this line for?"

Ahead, we outline some of the buzziest and most noteworthy beauty pop-ups.

Rhode's Debut NYC Pop-Up

 

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Although Rhode is set to launch at Sephora this fall — since the brand's inception, its products have only been available for purchase on the Rhode website. Because of this, Rhode's NYC pop-up was incredibly successful in sparking beauty fans' interest. Plus, it served as proof that even the simplest experience can still generate tons of hype — as long as the brand boasts a founder like Hailey Bieber and a Kylie Jenner co-sign. For Rhode fans, the pop-up gave them the rare opportunity to test and purchase viral products like the Pocket Blush and Peptide Lip Tint IRL. The pop-up itself was no frills, just a Pocket Blush-inspired interior, a few mirror selfie ops and a five hour wait.

@arisreynaa rhode nyc popup day 1