Beauty & Wellness Briefing: Inside the Patrick Ta Beauty pop-up that inspired overnight camping and a mile-long entry line

This week, I checked in with Jacqueline Barrett, svp of marketing at Patrick Ta Beauty, to learn the strategy behind the brand’s first IRL pop-up. Last weekend’s consumer event, which ran over two days in the hip Los Angeles neighborhood of West Hollywood, saw fans camp overnight and queue for hours in a 1.5-mile-long line for entry into the event, which cost around $500,000 to produce. Additionally, SharkNinja makes another high-profile executive hire, Drunk Elephant sales drop 65% year-over-year, and hand sanitizer brand Touchland secures a $700 million acquisition.

Patrick Ta Beauty nails its first in-person pop-up

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