A pearlescent glow balm from Lisa Eldridge's new Marilyn Monroe collection is now available at the brand's first-ever U.S. brick-and-mortar location: a temporary pop-up in SoHo. The opening marks a significant step for the U.K.-based makeup brand.

Digitally native beauty brands usually thrive online, but many are now investing in temporary physical spaces. These pop-ups connect with customers, yet they're inherently fleeting.

The success of Lisa Eldridge's SoHo pop-up will likely influence how other online-first beauty brands approach physical retail, potentially accelerating a trend of strategic, temporary market entries.

The SoHo Debut: What's on Offer

  • Lisa Eldridge, a U.K.-based makeup brand launched in 2018, opened its first U.S. brick-and-mortar pop-up in SoHo, according to WWD.
  • The pop-up will run through the summer of 2023, as reported by WWD.
  • Notably, the Marilyn Monroe collection, featuring that pearlescent glow balm, will be a permanent addition to the Lisa Eldridge lineup, WWD states.

Launching a permanent collection within a temporary summer pop-up in high-traffic SoHo is a smart move. It captures seasonal consumer interest and maximizes exposure for the brand's U.S. physical debut, creating immediate buzz for a lasting product.

Bridging Digital Success with Physical Presence

This pop-up isn't just a store; it's a strategic test. Lisa Eldridge is gauging market demand for a permanent U.S. presence, using a high-profile, "permanent" collection like Marilyn Monroe's glow balm to build brand buzz. Launching a lasting product in a temporary space creates artificial scarcity, driving immediate foot traffic and urgency. It's a clever way for a digitally-native brand to test the waters and generate excitement, leveraging the ephemeral nature of physical retail to its advantage after years of online-only U.S. distribution.

The Evolving Landscape of Beauty Retail

The pop-up joins a growing trend: online-first beauty brands creating immersive, tactile experiences. They complement digital storefronts and foster deeper customer loyalty. As e-commerce matures, physical pop-ups offer a flexible, lower-risk model. Brands test new markets, gather direct feedback, and build community without the long-term commitment of traditional leases.