Anastasia Beverly Hills opens pop-up in New York

Anastasia Beverly Hills opens pop-up in New York

THE WHAT? Anastasia Beverly Hills is opening the doors of a pop-up in New York this weekend. The space is designed to showcase the brand’s latest launch, hybrid skin care-makeup product, Beauty Balm.

THE DETAILS According to a report published by WWD, the space is designed to resemble an art gallery and will host shade matching sessions, as well as encourage product testing as well as sell exclusive merchandise such as sweatshirts, make-up bags and hats.

THE WHY? Plans to bring the pop-up to Berlin this summer to coincide with the European launch of Beauty Balm, WWD reports. Claudia Soare, President of Anastasia Beverly Hills told WWD, “It doesn’t necessarily feel like a shop experience, it’s more about having an experience with the product – getting to touch and feel it outside of a Sephora.”