Toronto Beauty Pop-Ups: The Good, the Bad and the Disappointing

I know, I know, I normally start off with a little intro blub to ease you into the topic, but I am so excited to get this off my chest that there will be no intro today. Getting straight into it because the beauty popups in Toronto has been a topic that should have been discussed since the Rhode popup disaster of 2024. You remember that one, where people stood in line for 3+ hours on the first day (to not get anything) or the fact the event closed before it even opened. I think popups are such a great way to bring brand awareness as well as kind of a thank you to the existing client base for sticking with you. That being said, there is absolutely a right way to do things and a definite wrong way. Let’s get into who did what…

What makes a good popup

But before we talk about what’s good and what’s bad, we must have a basis on what boxes need to be checked to be considered a good popup. A good brand event must have:

1. Free goodies – I feel it’s easier to admit that a big part of why we even make the trek to a brand's popup is to see what exciting goodies we are able to get our hands on. I mean what better way to learn more about a brand or new products than receiving a sample. No, it doesn’t even need to be a full-size product but just something to sweeten the deal a bit.

2. A place to make memories and content – a photo op is a must when attending a brand event – influencer or not. We all want to make sure we have something to look back on and be able to say ‘hey, I was there’. So, a brand having a section to snap a couple shots or having an aesthetic space is essential.

3. Something to do – now this is a bonus. Something to do is more than just taking pictures but actually having a little activity to do to keep entertained.

What they did wrong

Speaking of sweetening the deal, let’s get into the juicy bits first because who doesn’t love a good disaster story. Starting off strong with what brand did wrong when it came to their popup event.

This is a direct call out to Maybeline Paris. I usually don’t call brands out by name but sometimes it is so necessary to let these brands know directly exactly where they’ve taken a left turn and when they need to go back to the drawing board.

at least the decor was cute

I remember finding out about the popup through my cousin who sent me a TikTok at 10:19pm asking me to come with her. I had already promised myself that I would be ‘outsideee’ this summer, so I felt this was the goal coming to fruition. Anyways, the TikTok featured an influencer describing the event where she got a free brow analysis done by a makeup artist, detailing what style of brow fit her best plus a bunch of free goodies. She encouraged us to come down, check it out, subtly implying we would have to same experience – but that’s where we messed up, I think.

To cut a long story (semi-)short, my cousin and I stood in line for about 30 mins just to get inside and not only was there no brow consultation, there was also no free product of the exact product they were advertising about. There weren’t even testers (not that we use testers over here cause that it just a smidge gross to me but c’mon).

Do you know what we did receive…$5 dollar off coupon at Shoppers for a product that cost at least $15 pre tax and a black felt tip eyeliner. I will be honest; the eyeliner was a bonus

for me because I needed one at the time but that was definitely beside the point!

This felt like major false advertising. The TikTok was the only reference guide we had to what the event would go like, and with the promise of having our brows done and a free product to try, of course we (me and the hundred people that showed up) felt deceived. I remember seeing another popup goer who was equally disappointed as we chitchatted about how that TikTok made the popup seem more than what it was. I get it, they couldn’t do everyone’s  brows that showed up but to use that video as the promo video for the event was def deceptive.

inside the popup

While we did get a free goodie and the photo op, I think the goodies fell flat truly because it had nothing to do with what the popup was supposed to be about. Plus, the line for the photos were sooooooooooooo long that it wasn’t even worth it in the end. Part of me wonders if the blame should be shared as how could we think that we would be treated on the same level as an influencer; someone who is undoubtable bringing money into the brands pockets. But I fear, I refuse to accept any blame for this because that is the video they used to promote the entire event and thus it is only logically that yes, I would think I would be on the same level as an influencer.

All in all, Maybeline baby, please do better next time!

What they did right

This section is a mini ode to the Shea Moisture Popup event because truly, they were a popup done right.

This event took popup to a different level because it wasn't just about the products or the brand, but you were actually able to get your hair done by a hair specialist throughout the popup. So not only were you there for the vibes (which were pretty good btw), but you were getting something tangible out of the whole experience! I will say though that they were running at least 30 -40 mins behind on apppointments but that was honestly because they made sure everyone left with their hair completely done. Though I hate when things are behind schedule, I felt that was at least a good reason for it.

Anyways, speaking of tangible, I must say the entire space decorated so well that it gave professional backdrop, but also, at their photobooth, you were able to get printed pictures which was super cool. So you went home both stylish AND with frameable memories. A literal win winn.

Arguably second (or is it the third now lol) most important higlight was the goodie bag. Whether you were there to get your hair done or not, they were giving away a free tote bags filled with at least 2-4 full size Shea Moisture products. I felt a little spolit because..well...that's a little unheard of! I could understand goodie bags like that given to people getting their hair done but for poeple that was just passing through, that was kind. Tickets were super hard to come by so for the people who might have missed out on the activity, this still made them and others feel welcomed and apart of event.

giving 2000's hair salon

The main thing I loved though, outside of the fact that they ticked every box listed above, was the vibe they created through the entire experience. I mean it felt like we were in a 90s-00s old school hair salon with the music bumping, people laughing and multiple women getting their hair done at once. everyone was super friendly and it very much gave a sense of community, nostalgia and payed homage to the black hair salon community.

This event definitely well thoughtout and well executed. It made people feel welcomed, involved and the perks were pretty awesome. Had me thinking about reintroducing Shea Moisture into my hair care routine, which was definitely the whole point!

In closing, I think one of the main positives that can be taken from the entire summer events experience is at least Toronto is finally getting something. Our main complaint as Canadian beauty babes is that nothing fun and exciting ever happens here and everything always takes place in the States (as if we don’t share a border). But if there is anything the popups showed me is that the beauty hub is definitely building space in Toronto and I personally cannot wait to see what other brand have in store for us for the rest of the year.

This was fun, let’s do it again sometime babes

Tell me about what popups you visited this summer!