Drunk Elephant is bringing its skincare pop-up to the streets of New York. The cult beauty brand has announced the launch of ‘House of Drunk’ in Manhattan this week, marking the label’s pop-up debut in the US.
The stateside House of Drunk, which has previously touched down in London and Singapore, will offer beauty fans the chance to test out a new, revamped version of the brand’s signature ‘Lala Retro Whipped Cream,’ dubbed ‘Lala Retro Whipped Cream with Ceramides.’ Launching this July, the new product features an added plant ceramide complex that promises to reinforce the skin’s acid mantle in order to better defend it from daily stressors. In honor of the new launch, visitors to the 1,300-square-foot pop-up space will be able to take part in an immersive experience exploring the skincare benefits of ceramides.
“I wanted to introduce the recently updated Lala Retro Whipped Cream (now with ceramides!) in a fun and experiential environment before it launches in July — this pop-up is insane and feels exactly like you’re stepping inside the brand; it just brings it to life,” said Drunk Elephant Founder Tiffany Masterson in a statement.
The pop-up - which will be built around a playful ‘Acid Trip’ theme in reference to the glycolic, tartaric, lactic and citric acids used in many signature Drunk Elephant products - is the latest in a string of temporary beauty boutiques to emerge all over the world. Earlier this year, the K-beauty retailer Peach & Lily teamed up with fashion label Opening Ceremony on a project that saw the 17 winners of the ‘2019 Best of Korean Beauty Awards’ temporarily displayed in the fashion brand’s Soho boutique. And in March, Yves Saint Laurent set up shop temporarily in the desert for Coachella, unveiling a cosmetics pop-up called ‘The Desert Sun’ in the form of an old-fashioned gas station.
House of Drunk will open on select dates from June 14 through June 23.