Beauty site Byrdie has announced the opening of a new pop-up on La Cienega Boulevard in the West Hollywood area.
The Clique-owned site is a digital destination for runway trends, beauty tutorials and celebrity news.
At the new Beauty Lab consumers can test Byrdie Editors’ favourite products, take home samples and attend master classes with industry experts.
Editorial Director Faith Xue said: “Byrdie Beauty Lab is the physical extension of our commitment to making beauty approachable, applicable, aesthetically inspiring and 100% shoppable.
“Our readers come to us to learn about the latest and greatest in the beauty space, so I think they’ll be really excited to actually test and play with some of the products we always write about.”
Consumers can expect to test products from Nexxus, Pureology, Laura Geller, Nars and Elizabeth Arden, and buy products instantly thanks to its Amazon integration.
This is a Byrdie-curated storefront on the retail site, featuring editor reviews and will allow digital customers to shop each lab station and its products.
Marc Rothschild, President and COO of Clique, said: “Byrdie’s Beauty Lab takes the inspiration to purchase that experiences and content can create, and provides a real-time commerce outlet that can be linked to in Byrdie editorial content long after the experience ends.”
The lab opens today and is set to run until 29 July.
