Saie, in collaboration with Cult Beauty, is set to open a unique beauty-themed ice cream parlour pop-up this month. This two-day event in the UK celebrates Saie being named Cult Beauty’s ‘Brand of the Month.’
Taking place at 59 Greek Street, London, from July 20 to 21, the retro-styled Soft Serve Parlour aims to transport visitors back in time while highlighting the enduring glow of Saie's products. The experience will feature artisanal soft-serve ice cream inspired by Saie’s popular Glowy Super Gel highlighter collection, served by staff in vintage ice cream parlour uniforms.
Visitors will have the opportunity for shade matching with Saie’s makeup artists and can purchase the brand’s products along with exclusive merchandise such as sweatshirts, t-shirts, and caps. The nostalgic theme is evident in the parlour's design, which includes a chequered floor, a polaroid station for capturing memories, and a retro freezer stocked with Saie products.
To promote this activation, Saie and Cult Beauty have also introduced branded taxis that will be seen around London throughout July. This campaign supports the launch of Saie’s new Dew Bronze and Dew Blush ranges, available for purchase at the pop-up event.
Saie, pronounced 'say,' was founded in 2019 by former Estée Lauder executive Laney Crowley. In 2020, Unilever Ventures and actress Gwyneth Paltrow became financial backers of the brand.
This event follows a trend of collaborative pop-ups in the UK, such as Sephora’s recent summer-themed activation with Sol de Janeiro, which highlights the Brazilian body care brand’s products in a setting that evokes a sense of adventure.
Published By Maria A. Jaén
