Glow Recipe The Grove

LOS ANGELES Glow Recipe will dip a toe in the Los Angeles market with its first temporary shop on the West Coast as it seeks to continue building its presence off-line.

The K-beauty brand and multibrand online marketplace of K-beauty products has ventured off-line for pop-ups in the past at Henri Bendel on Fifth Avenue, SoHo and Saks Fifth Avenue’s Wellery. The company’s line of Whamisa by Glow Studio and Glow Studio brands are also sold in select Target doors.

Next week, the company’s founders take the brand to The Grove — a shopping center they said was tapped for its high foot traffic and dedicated pop-up space for established and emerging brands — for a temporary shop. The store opens to influencers for a preview event Sept. 12 before bowing the store to the general public the following day.

The store was driven by the company’s fans, which Glow Recipe solicited on social media asking followers where the brand should pop up next, and the fact that Los Angeles is a market generating plenty of traffic on the company’s site, according to cofounder and co-chief executive officer Sarah Lee.

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Past pop-ups allowed the company to experiment with educational offerings and different ways of merchandising products, such as by skin type as opposed to by brand. For the company, the pop-ups also provide a good litmus tests for brand awareness and product exposure.

“Being able to bring that to life via an omnichannel experience is so important to us,” said cofounder and co-ceo Christine Chang.

“The other benefit of having temporary spaces is that it really gives our team the opportunity to reinvent the way the customer shops and interacts with our newness and the K-beauty category in general,” Lee added.

Master classes, movie nights, parties and other events will be offered on the central lawn at The Grove throughout Glow Recipe’s stint there.

The two declined to say what additional markets, if any, the company is considering for future pop-ups. Chang said part of the strategy is about surprising customers, with Lee saying Glow Recipe would continue to utilize social media as a place to poll customers for ideas on where they should go next.

The temporary shop, located in the center’s glass pod dedicated pop-up space, remains open through Oct. 28.

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