The membership beauty brand is offering shoppers the chance to try the products in real life at their new pop-up concept store. The cosmetics subscription brand will open its doors in Covent Garden, dubbed ‘London’s beauty quarter’, from 30 June to 11 July.

Founded in 2016 by serial entrepreneur Marcia Kilgore, Beauty Pie was created as a one-stop destination for luxury beauty products at ‘warehouse prices. The D2C brand claims it does not charge consumers for the ‘middleman’ or retailer mark-ups.


Created in association with creative agency Backlash, the ‘Warehouse of Dreams’ offers shoppers the opportunity to discover how Beauty Pie operates, including an insight into its network of over 50 labs creating high-end products at affordable prices. Experts will also be on hand at the Covent Garden pop-up to offer beauty lovers advice, helping them to find the best products for their skincare concerns straight from the production line.

Members of Beauty Pie will receive a discount at the 7 James Street store, as per their subscription, and non-members will have the opportunity to sign-up to receive up to 75% off retail prices.

Rebecca Pratt, Account Director at Backlash comments “Beauty Pie’s disruptive membership model and brand expression lends itself perfectly to creating bold retail experiences, which means that they always push for bigger and better, and is exactly the kind of ambition we want from a client agency partnership. We are incredibly excited to see the public’s reaction to the ‘Warehouse of Dreams’ concept, which brings the Beauty Pie brand to life in a unique and creative way”