Valentino Beauty’s New Hot Pink Pop-Up Is Making Waves Around NYC

The buzzy activation features a live DJ, free samples, and a look at the brand’s latest launches.

Written by Allison Taylor
Valentino Beauty

It’s a crystal-clear morning in the heart of SoHo as dozens of beauty editors board a hot pink double-decker bus for a first look at the buzzy new pop-up by Valentino Beauty. Parked amid a sea of charming shops and restaurants, the brand’s traveling pop-up lures shoppers in like moths to a flame with its iconic Pink PP Pantone color. The specific shade of pink was co-developed between Pantone and the Italian fashion house’s creative director, Pierpaolo Piccioli — hence the name Pink PP.

Behind the velvet rope, a glamorous dressing room awaits, outfitted with the latest additions to the Valentino Beauty line. The first floor features three vanity stations, where beauty lovers can try out fresh products for the season ahead, like the shimmering Eye2Cheek Eyeshadow & Blush, illuminating V-Lighter Face Primer & Highlighter, and Rosso Valentino Refillable Lipstick. Bright red tubes of the brand’s Magnificent Smudgeproof Volumizing Mascara, Twin Liner Double Ended Gel and Liquid Eyeliner, and their all-new Very Valentino 24 Hour Wear Hydrating Concealer are arranged on tiered pedestals, topped with beveled glass bottles of Donna Born In Roma Intense Eau de Parfum.

Valentino Beauty

Energizing beats ring out from the upper deck of the bus as a DJ spins summertime favorites and influencers line up for photos on a pink Valentino bench. The best part? A Valentino Beauty complimentary sample bar, complete with a glossy menu of their covetable products.

ICYMI, the first Valentino Beauty bus pop-up that happened in December was a huge hit, with editors and content creators alike all posting about it on TikTok to show how cool it was. So, it’s no wonder the brand’s second installment was buzzing with influencers and big names in beauty, too.

Needless to say, it was an amazing beauty-filled experience — one that everyone will be talking about for weeks to come. And, get this: You can experience the makeup-packed activation for yourself this Memorial Day Weekend from May 25 through May 28 if you’re based in Miami. Keep up with the brand if you’re in the area to find out the exact location.

Shop The Pop-Up