Beauty

Glossy Pop Newsletter: NYFW-timed pop-ups proved a big success for beauty brands

By Sara Spruch-Feiner

Sep 13, 2024

In the weeks leading up to New York Fashion Week, announcements of beauty brand pop-ups — many of which would combine a VIP event with a few days of activations — flooded editors' inboxes. Still, despite the crowding, the line to get into Prada Beauty's pop-up, held from September 6-8 in Chelsea, was wrapped around the block. The multi-room activation was meant to promote the latest flanker of the brand's Paradoxe franchise, dubbed Virtual Flower.