YSL announces its first Coachella pop-up store

Yves Saint Laurent Beauty has just announced its first Coachella pop-up – a beauty station that plays off the brand’s successful YSL Beauty Hotel experience.

Located on California’s Route 111 in Cathedral City, Palm Springs, the Instagram-friendly pop-up is designed to look like an American petrol (or gas) station – but with cosmetic refills only.

It will feature a large version of the brand’s Rouge Volupté Shine Lipstick, as well as pink pumps, pink convertibles and a field of heart-shaped balloons. Additionally, it will have a store where customers can shop for new products and best-sellers.

Demonstrations will also be available, with YSL Beauty artists on hand to demonstrate product application, as well as spring makeup looks created by YSL beauty director, Tom Pecheux. Festival attendees can enjoy customisation options, virtually try on 50 shades of lipstick and experience a makeup vending machine.

Opening from April 12 to April 14, the YSL Beauty Hotel x Coachella Music Festival Pop-up will correspond with the first weekend of Coachella.