Westman Atelier is hosting its first West Coast pop-up in Los Angeles.
The beauty brand held an event inside Nordstrom’s flagship in New York in September as part of the retailer’s “New New York” initiative, but the L.A. presence marks its first stand-alone space.
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Located at the Grove shopping center, it’s open Thursday through April 20.
Firstly, when it comes to buying behavior, it’s Westman Atelier’s second grossing city after New York, according to the brand. But it’s also personal.
“I have a special relationship with Los Angeles since I lived outside the city as a child and started my makeup career there,” Gucci Westman told WWD in an exclusive statement. Westman, a professional makeup artist, launched the brand with husband David Neville in 2018.
“I grew up in an Ashram outside of Los Angeles until I was 10, and I always appreciated the health and wellness movement that is so unique to L.A.,” she added. “It has inspired the way I live and the fundamentals of Westman Atelier….I’ve been dreaming of doing in-person events for so long, and now that we have this space, it allows us to host these exclusive activations that will bring our customers together as a community.”
Shoppers can expect weekly events with activities and product giveaways, including a meet and greet with Westman, a happy hour with complimentary mocktails, 15-minute makeup appointments, shade matching assistance and custom engraving sessions with purchase. The entire collection will be available, including bestsellers, which are currently the Skin Activator (the brand’s first skin care launch); Lit Up Highlight Stick; Face Trace Contour Stick; Vital Skincare Complexion Drops; Vital Skin Foundation Stick, and Baby Cheeks.
The brand also looks to attract new customers, said Neville, adding, “Since we launched, we have been a digitally native brand, and we have been thinking of the best way to bring the world of Westman Atelier to life.”
The L.A. customer has aligned with the brand values, he went on: “They are beyond savvy when it comes to clean beauty, and they are always finding ways to incorporate wellness and clean skin care into their lifestyle. They are on top of trends, even before it becomes a trend. Their overall skin care and makeup approach is very much our aesthetic — effortless, glowing, natural beauty. They appreciate when there is still an element of discovery.”
The Grove — with its “visibility and traffic” — was a no-brainer as chosen location, said Neville, as one of the “top shopping destinations in the U.S.”
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