Dcypher Beauty will bring its artificial intelligence (AI)-powered shade-matching “to life” again, with a second event showcasing the technology.
Its Beauty Concierge pop-up will take place in Covent Garden, London, from 29 January to 5 March, and will also feature a host of fellow indie founder-led beauty brands.
RUM, the mascara brand developed by industry experts Sali Hughes, Jo Jones and Sam Chapman, and make-up line Hildun Beauty from Suzy Griffin Dunne are among the six beauty brands that will be at the pop-up.
Transdermal supplement brand What’s That Patch, Dr Emma Craythorne’s skin care brand Klira, and Reeson Beauty, founded by influencer Really Ree (Anne-Marie Lodge), will also be present, along with No 98 Beauty by influencer Lorna Luxe.
The six-week activation will also host community events, masterclasses, meets with founders, and panel sessions
The event follows its first roadshow, which took place across four major UK cities last autumnThe Complexion Concierge Roadshow took place to showcase the British beauty brand’s online service, which offers customers personalised foundation shade-matching in person via AI technology.
It was the first time the brand made the technology available in person and is the “next step” for the brand, bringing its “world-first personalisation offline and directly to consumers”, Ruth De Leo, Dcypher Beauty co-founder and CEO, told Cosmetics Business at the time.
“The Complexion Concierge Roadshow is about so much more than just sampling products.
“It is about reimagining what beauty retail can be – personal, inclusive, tactile and truly unforgettable.
“For the first time, customers can watch their exact [foundation] shade being created in front of them in just seconds, and walk away with their own bespoke, five-day sample.
“With discounts available should they want to purchase a full-size, completely bespoke product.
“We are doing this now because it is the right moment in our journey.
“With global retail expansion on the horizon, we want to showcase the future of beauty halls – where every customer can experience zero-compromise, sustainable, custom beauty, created just for them.”
The activation launched at Liverpool’s The Beauty Weekend at the Liverpool One shopping centre, which ran from 26 to 28 September, 2025.
It then popped -up at shopping destination Manchester Trafford Centre from 1 to 2 October, before heading to Birmingham Bullring on 7 October and London’s Covent Garden on 9 October.
Dcypher Beauty’s roadshow hosted make-up artists to apply the shade once it is matched, and the first 20 visitors received a complimentary gift, and competitions and prizes were on offer throughout the tour.
“We wanted to begin in our home territory of Manchester and Liverpool, where Dcypher Beauty was born and where we have built such a strong community of customers already,” said De Leo at the time of the roadshow launch.
“These cities are renowned for their love of beauty.
“Manchester has become a true destination, with recent flagship openings like P.Louise and B Perfect, while Liverpool is well known for its love of beauty and unique beauty looks.
“Both cities have hugely engaged beauty audiences who are eager to experience the latest innovations.”
With the events, Dcypher Beauty aimed to increase awareness of the brand and its custom formulations, building customer confidence by users seeing the technology in person, as well as position the brand as a leader in the hyper-personalisation category.
“Online, customers do a quick scan via our website and receive their perfect match made to order,” said De Leo.
“With the roadshow, we are taking that same world-first technology out of the lab and into the street, and making it immediate
“Our aim is simple: to bring personalisation to life, right in front of people’s eyes.
“For many, ‘AI-beauty-made-for-you’ can sound abstract – even to beauty and technology pros we work with – this roadshow makes it tangible, tactile and real.
“Visitors will be able to see their scan results, watch their exact shade mixed in seconds, and leave holding something created exclusively and 100% for them.
“That immediacy builds trust, confidence and excitement in a way no online experience can replicate.”
The brand has also since unveiled a new product, Custom Glow Booster, its first since 2023, and the first under De Leo’s leadership.
The brand is also plotting “category-expanding” launches for 2026.
“The roadshow also allows us to create unforgettable brand moments,” De Leo added.
“Our Complexion Concierge Airstream is not just retail, it is retail theatre.
“It shows that what was once thought impossible – true inclusivity at scale – is now reality.
“Every stop is an opportunity to connect with customers directly, hear their stories, and grow our community.”
This article was last updated on 22 January 2026.