Fenty Beauty Drive Arrives in Paris with Pop-Up Store

Perhaps you've already seen images of the Fenty Beauty pop-up on social media. Quickly becoming iconic, it is an ephemeral space dedicated to the general public to find the brand's foundation made for them. The idea behind this concept: to have a quick and easy make-up experience, a bit like fast food.

This is not a new problem, finding the ideal foundation can be very complicated and you can quickly feel lost or overwhelmed by the number of options. Fenty Beauty became a revolution since its launch in 2017, thanks to a wide range of foundations designed for all skin types and complexions — from the lightest to the darkest.

Beyond a simple shopping experience, the Fenty Beauty Drive reinvents the codes of purchasing by offering a quick, easy and free beauty prescription – all nestled in an Instagrammable place echoing the aesthetic of American fast food restaurants.

Once you arrive, the experience takes place in a few simple steps. You start by finding the right type of foundation based on your skin type, the desired finish, the desired coverage — among the 4 references offered by the brand, the best-seller Pro Filt'r Soft Matte Longwear Foundation available in 50 shades, the airy powder Pro Filt'r Soft Matte Powder Final, the light coverage Eaze Drop Blurring Skin Tint, or the foundation stick Eaze Drop Blur + Smooth Tint Stick. A make-up artist dedicated to the brand then helps all visitors — in a personalised way — so that everyone finds their ideal shade in less than five minutes. It's then time to pick up your free Fenty Beauty Drive menu: a selection of goodies, including a sample of the foundation that will have been identified during the previous steps. And as a bonus, many opportunities for content creation thanks to the girly decor of the place!