The Estée Lauder Companies has expanded its UK presence having opened a pop up shop for its premium Crème de La Mer brand, according to City AM.

Opening in 13 Soho Square near Oxford Square, the store will be the first dedicated shop for the brand in the UK and will offer consumers personalised treatments and samples.

According to reports, ELC has been looking at opening permanent stores for the Crème de La Mer brand.

ELC is the latest beauty brand to launch a pop up store, with MAC, Kylie Cosmetics and Shiseido already capitalizing on the growing trend this year.