An immersion into the world of brands

Pop-ups are multiplying across the beauty landscape. Some brands, like The Ordinary, have made a habit of it — both in New York and Paris. The latest example is the Pop-Up Gaming Edition, which showcased its newest cosmetic innovation: the 10% Sulfur Powder Cream Concentrate for Blemishes (5 g, €10.50). An innovative treatment with a transformative texture, it targets blemishes locally to visibly reduce their appearance in just one hour.

SVR’s pop-up, dedicated to educating the public about endocrine disruptors — its signature cause — made headlines in spring 2025 in Paris’s Marais district.
The brand also regularly tours France with its Perturbatour, another form of traveling pop-up that raises awareness on the subject through a fun and educational format featuring games, gifts, and discount coupons on its products.

Pop-ups can also appear within major department stores, for example, at Printemps Haussmann with Té, a new Korean suncare brand or at Galeries Lafayette Champs-Élysées with oral care label The Smilist last spring.

Nowadays, there are pop-ups for almost everything in beauty, skincare, makeup, sun care, fragrance, and they naturally align with the beauty …