Cult Beauty is taking over 59 Greek Street with clean makeup favourite Saie for a two-day pop-up in Soho. The event celebrates Saie as Cult Beauty’s brand of the month, and also the launch of latest shade of the best-selling Glowy Super Gel from Saie.
Visitors to the pop-up will be able to indulge in artisanal soft-serve flavours inspired by the Glowy Super Gel Collection, get shade matched by Saie’s make-up artist experts, and purchase Saie products along with exclusive merchandise.
With a design inspired by a world where beauty meets nostalgia, guests are welcomed in with an oversized homage to the iconic Glowy Super Gel, setting the stage for a luminous experience. The pop-up boasts a retro checkered floor, a freezer brimming with Saie Must-Haves, and a charming Polaroid station to capture your radiant moments. There’s vintage vibes to look forward to, with staff donned in old-school ice cream parlour uniforms, ready to guide you through exclusive branded merchandise. This unique event promises to transport its visitors back in time while celebrating the timeless glow of Saie beauty.
Eagle-eyed Londoners may also have spotted the Saie x Cult Beauty branded taxis driving around central London in July, in celebration of the new Dew Bronze and Dew Blush ranges, all of which are available to buy online at Cult Beauty now, and will also be available to purchase in person at the Soft Serve Parlour over the weekend.
The Soft Serve Parlour pop-up will run from 10:00 to 17:00 on Sat 20th July, and until 16:00 on Sunday 21st July. You can drop in at 59 Greek Street, London W1D 3DZ.