Charlotte Tilbury is turning Covent Garden into an Ibiza-inspired beauty destination this summer, bringing its signature “holiday glow” aesthetic to life with an immersive four-day pop-up. Designed to showcase the brand’s bestselling Unreal complexion range, the activation blends beauty, escapism and storytelling in a highly shareable retail experience.

The Unreal Glow Club reflects the growing trend of experience-led beauty marketing, as brands look beyond traditional launches to create memorable moments that drive buzz, engagement and consumer excitement.