‘Clean’ make-up company Saie is partnering with online beauty seller Cult Beauty to open a beauty-themed ice cream parlour pop-up in Soho to celebrate Saie being named 'Brand of the Month' and to promote its new Dew Bronze and Dew Blush ranges, which will be available to purchase at the Soft Serve Parlour.
Saie and Cult Beauty’s retro-looking Soft Serve Parlour will "transport visitors back in time while celebrating the timeless glow of Saie,” according to a joint statement from the brands.
At the complementary activation guests can enjoy artisanal soft-serve flavours inspired by Saie's best-selling Glowy Super Gel highlighter collection, with staff wearing old school ice cream parlour uniforms.
Visitors can also get shade matched by Saie's make-up artists as well as purchase its products and exclusive merchandise, such as sweatshirts, t-shirts and caps.
The interior design is nostalgic and vintage inspired, with a chequered floor, polaroid station for photo opportunities and retro freezer filled with Saie products.
Saie has also collaborated with THG-owned Cult Beauty to have branded taxis appear across London throughout July.
Saie – pronounced 'say' – was founded by former Estée Lauder executive Laney Crowley in 2019 and is committed to high-performance formulas, good-for-you ingredients, sustainable packaging, practices that harmonise beauty with environmental responsibility, and overall a C.L.E.A.N criteria (Conscious approach that prioritises Luxurious and Earth-minded ingredients, resulting in Award-winning products to create a New kind of makeup).
When: 20 to 21 July 2024
Where: 59 Greek Street, London W1D 3DZ
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