Pure Beauty

Saie and Cult Beauty team up for ice cream parlour pop-up

By Amanda Pauley | Published: 9-Jul-2024

Soft-serve flavours inspired by Saie’s Glowy Super Gel will be on offer to celebrate the ‘clean’ make-up range being Cult Beauty’s ‘Brand of the Month

Saie is opening a beauty-themed ice cream parlour pop-up this month in partnership with Cult Beauty

The two-day UK activation is to celebrate the ‘clean’ make-up company being named the online beauty seller’s 'Brand of the Month'.

Saie and Cult Beauty’s retro-looking Soft Serve Parlour will take place on 59 Greek Street, London, from 20 to 21 July.

It aims to "transport visitors back in time while celebrating the timeless glow of Saie,” read a joint statement from the brands. 

Guests can enjoy artisanal soft-serve flavours inspired by Saie's best-selling Glowy Super Gel highlighter collection, with staff wearing old school ice cream parlour uniforms.

Shade matching with Saie make-up artists will also be on offer, while guests can purchase the brand’s products and exclusive merchandise, including sweatshirts, t-shirts and caps. 

The activation’s nostalgia theme runs throughout the interior design, with a chequered floor, polaroid station for photo opportunities and retro freezer packed with Saie products. 

Saie x Cult Beauty branded taxis will appear across London, UK, this month

Saie x Cult Beauty branded taxis will appear across London, UK, this month

Saie has also collaborated with THG-owned Cult Beauty on branded taxis which will appear across London throughout July. 

The complementary activation is to promote Saie’s new Dew Bronze and Dew Blush ranges, which are available to purchase at the Soft Serve Parlour.

Saie – pronounced 'say' – was founded by former Estée Lauder executive Laney Crowley in 2019.

Unilever Ventures and actress Gwyneth Paltrow became financial backers of the brand a year later. 

This is not the only UK pop-up to launch of late which sees a beauty brand and retailer team up.

Sephora is launching a summer-themed UK pop-up in collaboration with one of its best-selling brands Sol de Janeiro

‘The Summer SOL-cial Club’ opens this month and promotes the Brazilian body care brand’s products in an activation that embodies “adventure”. 

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