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Exploring the Excitement of Rhode’s First London Pop-Up
On a Saturday morning at 9 a.m., instead of enjoying a leisurely sleep-in, I found myself in line with approximately 70 other eager individuals, all waiting to enter Rhode’s inaugural pop-up event in London. The much-anticipated beauty brand from Hailey Bieber has made its physical debut in the city for just four days. Despite its brief existence, this event has sparked what TikTok users are dubbing a “new phenomenon.”
The Rise of the Rhode Enthusiasts
The dedicated fans, affectionately known as the Rhode Girlies, were up before dawn to secure their spot at this exclusive event. They braved the unpredictable British weather, some even sitting on makeshift mats crafted from newspapers while sipping coffee and dreaming of achieving that coveted strawberry girl aesthetic. My determination faltered against those who had been queuing since 6 a.m., leading me to abandon my wish list—featuring items like the Lip Case and Pocket Blush—and step away.
A Parallel Experience at Summer Fridays Pop-Up
Meanwhile, over in Covent Garden, another group of patient beauty enthusiasts was lining up for the Summer Fridays pop-up event. The first 50 attendees were promised exclusive merchandise including samples of their popular Jet Lag Mask along with branded tote bags and scrunchies. Additionally, visitors enjoyed complimentary hot chocolate and received floral bouquets—perfect for sharing on social media.
TikTok Buzz Surrounding Beauty Events
The excitement surrounding these events is palpable on TikTok. The hashtag ‘Summer Fridays London Pop Up’ has garnered hundreds of thousands of views while ‘Rhode Pop Up London’ has surpassed millions—even without Hailey Bieber present. These videos have sparked numerous comments questioning this trend: “It’s perplexing to see these brand activations,” remarked one user under an insightful video about Rhode’s activation. Another user added their confusion: “I could understand if they were giving away free products but having to pay after waiting so long is baffling.”
@stine.r.h: “The Rhode pop up in London is beyond amazing! 🧸 @rhodeskin @HaileyBieber
#rhodepopup #rhode #rhodeskin #london”
The Unique Appeal Behind Rhode’s Brand Strategy
In terms of marketing impact, it’s clear that there will only be one inaugural Rhode pop-up experience in London. This fleeting nature creates an urgency among fans eager not to miss out on such opportunities. But what exactly draws people towards this brand? As someone passionate about beauty trends, I believe Hailey Bieber’s products strike an ideal balance between being aspirational yet accessible. This allure was enough motivation for me to sacrifice my precious Saturday morning rest for firsthand experience with her delightful offerings—from charmingly packaged blushes and lip tints to moisturizers that have inspired various food-themed beauty trends like glazed doughnut skin or latte makeup looks.
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While certain beauty trends have faced criticism, they undeniably foster a sense of belonging, offering comfort in an era marked by increasing isolation.
Owning a piece of a trending beauty brand has evolved into a status symbol. The iconic handbag has been replaced by the must-have blush.
The Intersection of Beauty and Hype Culture
I reached out to Rhode for insights regarding their London turnout, but unfortunately, there was no response. However, based on TikTok’s buzz, attendance likely reached into the hundreds. As an admirer of the brand, I believe that realistic aspirations significantly contribute to its appeal. According to Louise Whitbread, a London-based beauty trend analyst and consultant, possessing items from viral beauty brands is now seen as prestigious. In essence, the It bag has transitioned into the It blush. “Being able to say ‘I own a branded Rhode water bottle’ or ‘I was among the first in line’ gives consumers a unique form of influence,” she explains. “Those who participate gain authority not just in line but also regarding their overall experience.”
Dr. Helen Damon, a psychologist and senior lecturer at City University specializing in counseling psychology, concurs that participating in exclusive pop-up events—especially fleeting ones like Rhode’s—serves as an impressive display of status. “If anyone could stroll in at any moment and purchase those products without restriction, they would lose their perceived value,” Dr. Damon states about Rhode’s direct-to-consumer model which enhances its exclusivity. “[People think], I’m enjoying something special or I’m at an exclusive venue while you’re not,” she adds. Documenting one’s wait time on social media further validates the event’s worthiness; it builds excitement and amplifies feelings of accomplishment when securing coveted products.
The anticipation surrounding Rhode felt akin to being part of an insider secret until I attended their pop-up event myself—it reminded me vividly of my experience waiting for Glossier’s temporary store back in 2017. Glossier arguably transformed how we perceive beauty products by elevating them into lifestyle essentials; they became accessible luxuries rather than mere commodities.
In addition to popular items like Boy Brow, Balm Dotcom, and Cloud Paint, Whitbread notes that Glossier’s sticker packs included with every order along with distinctive bubble-wrap makeup bags and limited-edition pink hoodies became equally desirable items signaling insider knowledge while also serving as identity markers among fans.
@glosicharmz
Come join me at the Rhode London Pop-Up! Did you attend? Thanks @rhode skin @Hailey Bieber
#rhode #rhodeskin #rhodeblush #rhodepopup #rhodelondon #rhodelondonpopup #rhodepopuplondon #london #popup #haileybieber #fyp #makeup #rhodemakeup
Moreover, it appears that founders behind these beauty brands are emerging as modern-day celebrities themselves; numerous fans gathered recently for makeup artist Jamie Genevieve…
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The Allure of Beauty Pop-Ups: A New Era of Community and Connection
Recently, beauty enthusiasts flocked to pop-up events in cities like London, Birmingham, Liverpool, and Manchester. One notable gathering featured the renowned makeup artist Dame Pat McGrath, who attracted a crowd at Selfridges. Many attendees were eager to capture moments with her and even get their eyeshadow palettes autographed. Although Hailey Bieber was absent from the Rhode pop-up in London, it’s likely that some fans were drawn by the chance to see her in person.
The hype surrounding beauty brands is significantly fueled by social media’s fear of missing out (FOMO). After I left the Rhode event feeling disappointed for not waiting longer in line, my TikTok feed continued to showcase highlights from those who stayed. Just thirty more minutes could have secured me one of those coveted water bottles! The queue itself became a visual testament to Rhode’s most passionate supporters—individuals genuinely engaged rather than simply influenced by sponsored content.
While waiting in line, I connected with so many new people and exchanged Instagram handles with two girls. The experience was more memorable than shopping itself.
Varya Barbara Ershova, 22
The True Significance of Brands Like Rhode for Beauty Fans
However, let’s set aside product hauls for a moment. Much of what emerged from Rhode’s initial London appearance had little connection to actual purchases or products. The offerings inside paled compared to the delightful treats available outside—think cinnamon buns from Buns From Home and lattes from Café Kitsuné—as well as personalized water bottles. These thoughtful gestures fostered an authentic sense of community that online shopping simply cannot replicate.
Varya Barbara Ershova, who spent four hours waiting in line, expressed willingness to do it all over again despite finding the store underwhelming: “I’ve always wanted to try Rhode’s products after hearing all the buzz around them,” she shared. “I’m not fond of online shopping and had nothing planned on Friday so I decided to check out the pop-up myself.” She met several new friends while queuing up—a sentiment echoed by many others as evidenced by viral TikTok videos showcasing friendships formed during these waits.
Jacqueline Kilikita, Refinery29’s deputy beauty director recalls attending Milk Makeup’s pop-up back in 2019 where she enjoyed swatching products but cherished even more how it united fellow beauty lovers: “We shared an interest that felt special at that moment; there was such an electric atmosphere,” she reminisced about trying long-desired items while connecting with others equally passionate about makeup.
Sonika Phakey previously worked on global lifestyle partnerships at TikTok and noted how brands like Rhode cultivate community through these events but also attract individuals seeking social validation: “People are driven by engagement they’ll receive when posting about their experiences,” Phakey explained regarding aspiring nano-creators aiming for influence through content creation during such gatherings.
If you question why someone would spend hours queuing for a beauty event like this one when online options exist—consider whether you’d judge streetwear fans similarly?
The Queue Dilemma: Beauty vs Streetwear – Are They Really Different?
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If you’re skeptical about spending extensive time waiting outside a beauty pop-up like Rhodes or Summer Fridays instead of opting for online shopping alternatives—it might be worth pondering if you’d scrutinize streetwear aficionados similarly.
The dedicated followers camping outside these events share motivations akin to those lining up outside Supreme stores awaiting exclusive drops; both groups seek affirmation through their desired items—whether it’s glossy lip products or limited-edition sneakers.
The distinction lies primarily within societal perceptions surrounding gender norms associated with interests deemed feminine versus masculine.
Bieber’s strawberry enthusiasts parallel Supreme’s hypebeasts more closely than one might assume; although priced lower than high-end trainers—the allure remains similar across both realms.
Kilikita received attention after being gifted viral merchandise at Rhodes’ press event prior its public opening day; she noted how frequently strangers approached her on public transport intrigued by her lip phone case.
This raises questions regarding whether cosmetic items can achieve collector status akin streetwear culture does? It presents complexities worth exploring further…
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The Complexities of Reselling Beauty Products
According to Whitbread, while there is significant attention on the resale market, the reselling of beauty items presents unique challenges due to hygiene concerns. Dr. Damon adds that the limited shelf-life of cosmetics can actually benefit brands and enhance our enjoyment: “My eyeshadow likely won’t appreciate in value; it’s not something I can pass down to future generations, so I should use it and savor every moment,” she explains.
A Lasting Impression from Rhode’s Pop-Up Experience
Although the Rhode pop-up has concluded its run, it fostered a strong sense of community among attendees who connected over their shared passion for makeup—an indulgence that has become more accessible amid rising living costs. The event transcended mere product promotion; friends enjoyed a delightful outing together while many solo visitors formed new friendships. Personally, I arrived eager for products but left with cherished memories. The comforting sensations evoked by those cinnamon buns paired with sweet hot chocolate? They mirror the joy brought by Rhode’s Toasted Teddy Pocket Blush and Espresso Lip Tint.
Explore More Beauty Insights!
If you enjoyed this article, check out these additional resources:
- Discover How Rhode Blush Looks on R29 Editors
- Our Review of Glossier’s New SPF 50 Invisible Sunscreen
- My Experience with Hailey Bieber’s Rhode Skincare Line
