In the first quarter of the year, New York City witnessed the launch celebration of Dove Plant Milk Cleansing Bars through a two-day pop-up event known as #DoveDeluxeBar. Simultaneously, L’Occitane inaugurated a L’Occitane Café at Riyadh’s diplomatic quarter. In the UAE, Deliveroo partnered with Kayali, Mona Kattan’s perfume brand. Across the US, DoorDash expanded its beauty line-up by collaborating with MAC and Sally Beauty. Estee Lauder Companies disclosed its plans to debut Clinique on Amazon’s US Premium Beauty store. Swedish pharmacy, Apotek Hjärtat, announced that skincare with ‘advanced’ anti-aging ingredients like AHA, BHA acids, vitamin A, and vitamin C would face age restrictions.
The second quarter saw Saks introducing the Saks Media Network, a digitally driven initiative aimed at connecting brands with its e-commerce clientele through online advertising. Boots Online Doctor launched a rapid Skin Condition Diagnosis service promising results in 24 hours. Kiehl’s, under L’Oreal, began featuring on Amazon Premium Beauty. Ulta expanded its collaboration with DoorDash to offer prompt deliveries from more than 1,350 stores nationwide.
By the third quarter, Simple, a skincare brand under Unilever, collaborated with Superdrug for its inaugural UK pop-up event. Rituals opened its first beach club in Knokke, Belgium. Target rolled out its new GenAI tool, Store Companion, to 2,000 outlets. In August, Shein unfolded a pop-up concept in Johannesburg, enhancing regional brand recognition. Boohoo unveiled a new web-based marketplace, Boohoo Brands. Chipotle and Wonderskin jointly introduced a lip stain named Lipotle, designed to be guacamole-resistant.
During the final quarter, Rhode by Hailey Bieber announced a London pop-up store debut. Victoria Beckham Beauty set up an eight-day pop-up adventure along New York’s Chelsea High Line for its new fragrance, 21:50 Rêverie. In London, John Lewis collaborated with Treatwell to manage its beauty service bookings. Whole Foods planned to open compact neighborhood stores following a successful trial in Manhattan. Lastly, Charlotte Tilbury launched its cavernous flagship store in London’s Covent Garden on January 9, 2025, featuring the brand’s premier Skin Spa along with dynamic retail spaces, thematic experiences, and interactive beauty engagements.