POP! Retrospective: Lessons from The Beauty Crop’s First Pop-Up Experience

For digital-first brands, stepping into physical retail is a whole new world of opportunity. It’s a chance to connect with customers in a new way, offer sensory experiences that online shopping can’t replicate, and test products in a real-world environment.

Last December, The Beauty Crop, a fast-growing beauty brand, partnered with J&J Global Fulfilment to launch its first-ever pop-up shop in central London. This event marked a significant milestone in the brand’s evolution, giving them direct insight into customer behaviour, product performance, and the power of experiential retail.

We sat down with Ning, Founder of The Beauty Crop, to reflect on the experience. She shared key takeaways from the event, the challenges of moving into physical retail, and how this experiment is shaping the brand’s omnichannel strategy for the future.

From Digital to Physical: The Beauty Crop’s First Pop-Up Experience

For many eCommerce brands, physical retail is an exciting but unfamiliar frontier. The Beauty Crop, known for its innovative makeup and skincare products, had built a strong online presence and community. However, the pop-up was their first opportunity to bring that brand identity into a tangible space.

“Bringing our brand to life in a physical format was a fantastic experience,” Ning shared. “It gave us so much food for thought about activations for 2025, and we already have another pop-up planned in February.”

The event provided exposure and a real-world test of how customers interact with the brand beyond a screen. It was a chance to showcase their products in a way that an online store simply can’t—allowing customers to see, feel, and try items in person.

Lessons Learned: What Worked and What Didn’t

With any first-time venture, there are always valuable lessons to take away. The Beauty Crop’s pop-up provided critical insights into customer preferences, merchandising strategies, and engagement tactics.

Experiential Retail is Key

One of the biggest takeaways was that customers were drawn to interactive experiences. “We learned that our community really loves engagement—whether that’s through games like spin-to-win or masterclasses with makeup artists,” Ning explained.

This insight will shape their future activations, ensuring that their pop-ups go beyond just selling products and focus on providing an immersive experience.

Merchandising Matters

The team discovered that product placement had a direct impact on sales. Items displayed at eye level performed significantly better, and customers were more likely to purchase products they could easily test.

A notable learning was that only a selection of concealer shades was available as samples, and customers predominantly purchased those shades—indicating the importance of offering testers across all SKUs.

Product Preferences in Physical Retail vs. Online

Online bestsellers don’t always translate to in-store success. For example, The Beauty Crop’s primers and setting sprays perform well online, but at the pop-up, customers gravitated toward colour cosmetics and textures they could swatch.

Additionally, fragrance was a surprise hit. “People loved being able to experience our new fragrance in person,” Ning said. “Typing out scent notes on a website doesn’t compare to actually smelling it.”

The Role of Experiential Retail in Brand Building

For The Beauty Crop, the pop-up wasn’t just about sales—it was about community engagement and brand experience.

“We’re all so saturated with digital ads telling us to buy, buy, buy,” Ning reflected. “Consumers are looking for something real. They want a genuine connection with a brand.”

The event proved that physical retail offers something digital channels cannot replicate: an emotional and sensory connection. Customers enjoyed the opportunity to try new products, interact with the team, and share their experiences on social media.

Additionally, the pop-up allowed the brand to engage with both existing superfans and new customers who had never heard of them before. “Some people walked in knowing everything about us, while others discovered us for the first time,” Ning said. “The feedback we got from both groups was incredibly valuable.”

Overcoming the Challenges of Running a Pop-Up

Moving from an online-only model to a physical retail space comes with logistical and operational challenges. Ning credited The Beauty Crop’s Head of Brand & Creative, Emma-Louise Clark, for successfully navigating these hurdles.

Smart, Cost-Effective Set-Up

Since the pop-up was only running for a short period, the team had to be strategic about store design and setup. Instead of investing in expensive fixtures, they found creative solutions, such as using command strips to put up wallpaper and adding affordable LED lighting under shelves for a premium look.

Managing Inventory and Logistics

One of the biggest challenges was managing stock efficiently. The Beauty Crop offers a wide range of SKUs, so ensuring the right mix of products was available in-store was a learning curve. Having J&J handle the logistics made the process much smoother, allowing the brand to focus on customer engagement.

Timing and Promotion

One challenge the team faced was not having enough lead time to fully leverage their community before the event. “If we had more time, we could have done more pre-event marketing and engagement,” Ning noted. “Next time, we’ll involve our community earlier and build more anticipation.”

Why Omnichannel is the Future for Beauty Brands

The Beauty Crop’s experience underscores a larger trend in the beauty industry—being multi-channel is no longer just an opportunity but a necessity.

Brand Awareness and Convenience

Retail presence acts as a billboard. Even if customers don’t purchase in-store, seeing the brand helps drive awareness and online sales.

“Many people still choose to buy at Boots because it’s convenient,” Ning said. “They see us on social media or online, but they purchase in-store because they can grab it immediately.”

Testing New Markets Without Major Risk

Opening a permanent store is costly, but pop-ups provide an agile way to test demand in new locations without a long-term commitment.

Catering to Different Shopping Behaviors

Customers shop in different ways—some prefer the convenience of Amazon, others enjoy in-store browsing, while loyal fans engage directly on the brand’s website for exclusive perks. The key is being where the customer wants to shop.

What’s Next for The Beauty Crop and Physical Retail?

Following the success of their first pop-up, The Beauty Crop is already planning its next in-person event. This time, they will focus on launching a new fragrance in Covent Garden with a short but high-impact activation.

Rather than a full-week experience, the brand is testing a “true pop-up” format—setting up for just half a day to create urgency and excitement. They are also looking to expand beyond London, with potential activations in Manchester, Birmingham, and even Scotland and Ireland.

“The community outside of London has been asking for us to come to their cities, and we’re listening,” Ning said.

Wrapping Up The Beauty Crop’s Pop-Up Experience

The Beauty Crop’s first pop-up was a learning experience that provided invaluable insights into customer behaviour, product merchandising, and the power of experiential retail.

As the brand continues to grow, their strategy is clear: combine digital convenience with real-world experiences to create a seamless, engaging journey for their customers.

For beauty brands looking to expand beyond eCommerce, The Beauty Crop’s story is proof that physical retail—when done right—can be a powerful tool for building brand love and driving sales.

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