EXCLUSIVE: First New York, Then Berlin — Anastasia Beverly Hills Is Getting in on Pop-ups

Fresh off the heels of its first skin care-makeup hybrid launch, Anastasia Beverly Hills is forging yet another frontier: an inaugural pop-up.

The cosmetics brand will pop up in New York’s SoHo neighborhood at 437 Broadway Street this Friday through Sunday, bringing its latest Beauty Balm launch to life via shade matching sessions, product testing and applications, and exclusive merchandise including sweatshirts, makeup bags and custom hats.

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“We wanted the pop-up to look like if you went to a gallery opening but it was for a skin care-makeup item,” said Claudia Soare, president of Anastasia Beverly Hills. “It doesn’t necessarily feel like a shop experience, it’s more about having an experience with the product — getting to touch and feel it outside of a Sephora.”

Anastasia Beverly Hills Beauty Balm, $42
Anastasia Beverly Hills Beauty Balm, $42

Retailing for $42, Beauty Balm is a BB cream that comes in a stick format and incorporates eight skin care ingredients including hyaluronic acid, a peptide complex, fatty acids and jojoba seed oil. Coming in 16 shades, the launch marks the first of many skin care-forward offerings the brand plans to roll out.

“We’re very skin-focused this year,” said Soare, adding that same ethos informed the illuminated feel of the pop-up. “The whole place should make you feel like a good skin care day.”

Plans for a potential second pop-up in Berlin this June — in tandem with the European rollout of Beauty Balm — are also in the works.

“We’ve never been [to Germany] and it’s the biggest market in Europe; we think it’s time for us to get to that market and let people know about Anastasia Beverly Hills,” Soare said.

Beauty Balm has generated sizable buzz on TikTok since launch, with the brand leaning into a broad influencer seeding approach as a means to “take this product outside of our pool of cosmetic junkies and lovers, and make it more for everybody,” Soare said.

Such is Soare’s intent with this pop-up as well, which will be open Friday from 2 to 6 p.m; Saturday from 10 a.m. to 6 p.m. and Sunday from 11 a.m. to 6 p.m.

“The goal is to start fusing those worlds of skin care and makeup — it’s new for us, and a skin care-infused BB cream in a stick is new to the market,” Soare said.

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