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Patrick Ta Beauty made headlines in May for producing one of the buzziest beauty pop-up events in Los Angeles this year.
Around 2,000 people attended the “House of Glow” event, which was designed to promote the brand’s glow-inducing complexion and body products, including its blush and body oil. It included photo activations, giveaways and meet-and-greets with its founders. But it was the line outside the West Hollywood event space that magnified the growing power of the brand’s digital-first community.
Fans of the brand camped overnight to secure access to the two-day consumer event, with some waiting as long as 17 hours in the 1.5-mile-long line. “I don’t think anyone in their wildest dreams could have necessarily expected something like that,” Jacqueline Barrett, svp of marketing at Patrick Ta Beauty, told Glossy in May.
The event, which created a 28% increase in Sephora sales and a 49% increase in direct-to-consumer e-commerce site visits on its first day, was the brand’s first in-person pop-up.
Celebrity makeup artist Patrick Ta launched his namesake line in 2019 alongside NPD specialist Rima Minasyan and entrepreneur Avo Minasyan. The company received minority investment from Stride Partners in 2022 and is exclusively sold DTC and through Sephora.
Barrett has been with the company since 2023. Her CV includes Kendo Brands, Beautycounter and Mattel.
“The pop-up is one really prominent example of the power of the community to drive the brand, but it also reminded us what this is all for,” Barrett said. “That warmth and connection and the way that the brand shows up — the intentionality of the brand in every piece — [is what’s important].”
But runaway success, especially on a brand’s first try, can be a double-edged sword. “It’s so exciting to connect with that community, but you can only reach so many people in that way,” Barrett said. “It brings the challenge of, ‘How do you do that at scale?”
Instead of trying to recreate its success, Barrett and her team immediately rolled out an in-person, roadshow-like series of mini events in Sephora locations across the country, which they called ‘Out of Office’. This included in-store meet-and-greets with influencers and brand fans, most of which were staffed by Ta and the brand’s execs to create an intimate setting.
The team applied this vision across Patrick Ta Beauty’s marketing mix in 2025, which included a campaign with Ta to support its first international expansion into Mexico with Sephora. The brand also leaned into TikTok, hosting live selling events and posting original content every day, often featuring Ta and makeup founders like Mikayla Nogueira Hawken and Gucci Westman.
“We’re really starting to incorporate a lot of new, different and innovative experiences,” Barrett said. “We are taking all of that with us into 2026 and seeing how we can level it up and continue to bring people, exciting products and unexpected experiences [to our fans], with the intention and warmth that they love from this brand.”
Listen to a full interview with Jacqueline Barrett on The Glossy Beauty Podcast.
