Charlotte Tilbury to stage Unreal Glow Club pop-up in Covent Garden

Charlotte Tilbury Beauty is staging a four-day pop-up, the Unreal Glow Club, in Covent Garden Piazza from 30 July to 2 August, a summer-themed activation built around its Unreal complexion range and used to introduce a new highlighter.

The pop-up centres on the brand's three-stick Unreal complexion line-up: the Unreal Skin Sheer Glow Tint Hydrating Foundation Stick, the Unreal Blush Healthy Glow Stick and the new Unreal Highlighter Fresh Healthy Glow Stick, which the activation is being used to launch. Visitors can have a shade match and a short application demonstration from a Charlotte Tilbury pro artist at a beach-cabana station.

The experience is free to enter on a walk-in basis and is structured as a stamp trail, with visitors collecting stamps across a series of stops, including a golden-hour photo moment, a ring-toss game and a glitter-tattoo bar, to unlock gifts such as a complimentary ice cream. Retail mechanics run alongside the experience: customers buying a full-size Unreal product receive a branded water bottle, spending over £80 in one transaction adds a beach bag, and any full-size purchase enters a daily prize draw, with the top prize a set of full-size products worth over £500.

An after-party runs at the nearby Charlotte Tilbury Covent Garden store, with a DJ, a spend-based prize game for transactions over £80 and a complimentary drink during promotional hours. The glitter-tattoo service is for over-18s only, as is the after-party, which serves alcohol.

Charlotte Tilbury Beauty, founded in 2013 by the makeup artist Charlotte Tilbury, sells across colour, complexion, skincare and fragrance in more than 50 markets.

The Unreal Glow Club runs from 30 July to 2 August in Covent Garden Piazza, open 11am to 7pm daily and 12pm to 6pm on Sunday 2 August. Entry is free and walk-in, with no booking required.