@rhode on Instagram

Rhode teases its immersive pop-up experience located in Los Angeles, Hailey Bieber’s hometown.

Los Angeles had the pleasure of welcoming some of your favorite online brands for a pop-up weekend to celebrate February’s final days! A pop-up is best defined as a temporary shop that is open for a very limited period of time (Storefront). Companies strategically organize pop-ups in populated cities that align with current events to increase consumer interaction. Whether you perceive the pop-up culture as a marketing scheme or a kind gesture from brands to their consumers, it is undeniable that these live shopping experiences have increased brand recognition and generated consistent profit.

The most anticipated pop-up belonged to Hailey Bieber’s cosmetic line, Rhode. The event was located at Melrose Avenue from February 19th to February 25th. After the company announced their first come, first serve policy, customers began lining up as early as 6 A.M. to secure their spots in line despite the opening time being 11 A.M. Bieber ensured that her guests were well-fed and hydrated throughout the duration of their wait by hiring a variety of food vendors: Burrito Express, Café de Leche, Sunset Smash, and Gracias Señor Taqueria. In the afternoon, the Rhode team handed out complimentary refreshers, umbrellas, and water to combat the Los Angeles heat. Bieber also took to her social media to clarify which products were available for sale and sampling. She announced that Rhode’s entire collection, including her newest lip liners, were available for purchase. In honor of Valentine’s Day, Hailey Bieber developed a limited lip tint in shade Sugar Cookie, which was only available at this pop-up event. She teased the interior of the event’s location, featuring a dim-lit, brown color palette with tones of pink and beige to match her product shades.
Youth to the People, a vegan skincare line, celebrated their 10th year in business with a Los Angeles pop-up event on February 22nd. It was located in the heart of Culver City and served customers from 11 A.M. to 5 P.M. To commemorate its best-selling Superfood Cleanser, the company publicly announced that the first 100 guests would receive a full-size limited edition Superfood Cleanser. The gentle daily face wash contains antioxidants from kale, spinach, and green tea to hydrate and plump the skin. Its gel-like formula effectively removes makeup, sunscreen, and excess debris. Summer Najib (11) says, “I am a huge fan of the Youth to the People cleanser and have repurchased it multiple times.” Those who did not beat the crowd were still welcomed to engage in free skin consultations from the Youth to the People team and photo props!

The hair accessory brand, Emi Jay, hosted a pop-up event on February 22nd and 23rd to honor its debut at Sephora. Tiffany Oh (11) expresses her excitement for the brand’s launch and says, “The quality of these hair accessories is very durable and long lasting.” Visitors accessed the miniature stand through Los Angeles’s renowned shopping mall, The Grove. Its interior was embellished with pink accents, postcards, and teddy bears to adhere to the whimsical aura of the brand’s accessories. To encourage customers to explore the available products, the Emi Jay team announced that each purchase would be rewarded with an exclusive gift. The gifts included a bag charm, magnet, compact mirror, mug, hat, or tote bag.

For the month of March, visitors can look forward to the Medicube skin care pop-up, Bloom Nutrition event, and selfmade’s collaboration with artist Amy Lee.