Step into Covent Garden and you’ll see why it’s become the beauty brand capital of the UK. With over 40 million visitors a year, affluent ABC1 shoppers, and seamless vehicular access for build and breakdown, the piazza offers the perfect blend of glamour and operational ease. Add in the location’s proximity to luxury retail neighbours, the West End, and endless tourist flow, and you have the ultimate Live Media stage for beauty activations.

Lush Beauty x Hello Kitty & Friends

Over the May Bank Holiday, Lush teamed up with Sanrio for a playful, family-friendly pop-up that featured exclusive Hello Kitty products and limited-edition ranges. The bright, character-led activation drew families, Gen Z shoppers, and international tourists, proving Covent Garden’s power to deliver across multiple demographics.

Charlotte Tilbury – Pillow Talk Plumpgasm Inflatable Roadshow

In April, Charlotte Tilbury brought its Plumpgasm Roadshow to Covent Garden with a striking inflatable installation. Designed to promote its Pillow Talk Plumpgasm launch, the takeover featured giant pink inflatables, steel-lettering signage, lighting, and music – transforming the piazza into a selfie hotspot.

H Beauty - Harrods Beauty Circus

This summer, H Beauty turned Covent Garden into a travelling circus of beauty. With interactive product demonstrations, live artistry, and theatrical installations, Harrods’ premium beauty spin-off attracted high-spending beauty enthusiasts and trend-conscious passers-by. The event not only showcased Harrods’ authority in luxury beauty but also positioned Covent Garden as a trusted destination for innovation in the sector.

Vieve Pop-Up

Founded by makeup artist Jamie Genevieve, Vieve celebrated its biggest product launch to date with a pop-up experience in Covent Garden. The striking, design-led space featured immersive sampling stations and exclusive product access, attracting queues of style-conscious consumers eager to trial the brand in person.

From bold inflatables to family-friendly character collabs, Covent Garden continues to be the go-to stage for beauty brands seeking reach, resonance, and retail theatre. Want to put your brand in front of this high-value audience? Explore Covent Garden and more via lo:live.