Hourglass Cosmetics launches ‘The Vinyl Lounge’ pop-up in Soho

By Nyima Jobe | Published: 3-Jul-2025

Gracie Abrams fronts Hourglass campaign with London pop-up marking her brand debut

Hourglass Cosmetics is launching a new pop-up in Soho in Central London which the brand says combines beauty, music and celebrity influence as part of its global summer complexion campaign.

Taking place for one day only on 4 July, The Vinyl Lounge will open at Sounds of the Universe, a vinyl shop on Broadwick Street, London. 

The event will showcase Hourglass’s best-selling complexion products and mark the debut of singer-songwriter Gracie Abrams as the brand’s global ambassador.

The activation offers customers live music, exclusive gifts, and on-site complexion shade matching, which is a key focus for the brand as it continues to expand its ‘Complexion Destination’ experiences worldwide.

At the centre of the pop-up is the Vanish Airbrush Concealer, Hourglass’s top-performing product, now sold every ten seconds globally, according to the brand. 

The waterproof formula promises 16-hour wear and uses microspherical powders to blur pores and fine lines. 

With 32 shades now available, the concealer is positioned as a universal solution for a wide range of skin tones.

Also featured is the Veil Hydrating Skin Tint, a lightweight base that boosts hydration by over 50% and gives skin a dewy finish. 

Together, the two products form the foundation of the brand’s minimalist yet high-performance approach to complexion.

Hourglass refers to its collection as a “complexion wardrobe”, a range of products designed to layer, adapt, and enhance natural skin without excess complexity.

The London pop-up coincides with Abrams’s appearance at BST Hyde Park, and her first public event as Hourglass’s Global Brand Partner. 

The Vinyl Lounge is part of a larger strategy by Hourglass to create high-impact activations in major cities. 

Other “Complexion Destination” pop-ups are set to launch in New York, Paris, Dubai, and Toronto, each tailored to reflect the local culture while introducing customers to the brand’s key products.

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