Aveda is hosting its first UK experiential pop-up in London to cement its position as Brits go-to hair care brand for shine-related concerns.
The ‘Aveda Miraculous Pod’ celebrates the launch of Miraculous Oil, the Estée Lauder Companies-owned hair care brand’s new plant-powered, high-shine hair concentrate, after discovering that shine is one of the nation’s top hair concerns.
It takes place in shopping destination Covent Garden from 8 to 10 August, with visitors able to enjoy hair styling by Aveda’s top artists, win prizes and receive premium samples.
“The Miraculous Pod is more than a launch moment – it is a celebration of everything we stand for as a brand: nature-rooted, performance-led and deeply human in its connection,” Laura Maxwell, VP/GM Aveda, Bumble & Bumble and ELC Corporate Stores UK & Ireland, told Cosmetics Business.
“We see this activation as a powerful moment of discovery and connection.
“Of course, we are excited to introduce Miraculous Oil to new audiences, but more than that, we want visitors to walk away feeling inspired by what Aveda stands for.
“Whether they experience the shine firsthand, learn about our responsible sourcing or engage with our artists, the goal is to create an emotional connection that
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