Patrick Ta Beauty to Unveil First Beauty Pop-up in West Hollywood

Patrick Ta Beauty is introducing House of Glow.

It’s the first pop-up event for the namesake brand, founded by the celebrity makeup artist in 2019 with Rima Minasyan and Avo Minasyan. Open Saturday and Sunday from 10 a.m. to 5 p.m., at 8723 Melrose Ave. in West Hollywood, the activation will feature the company’s signature “glow” body and cosmetics products. Along with body, foundation and blush are key areas of focus; all three categories are significant drivers of the company’s business.

“Our first ever brand pop-up is coming at an exciting moment of growth for us,” Patrick Ta Beauty’s chief executive officer Kimberly Villatoro said in an exclusive statement to WWD. “We’re incredibly proud to be one of the top performing brands at Sephora, with our blush ranking as the category leader, and an expansion to two bay space in every store across North America. We’ve always been a social first brand with a mission to build authentic, inclusive and connected social experiences with our beauty community. This pop-up creates a space for our customers to connect, experience, and feel the heart of the brand beyond the screen. For us at Patrick Ta Beauty, growth and community go hand in hand.”

The brand began having a retail presence at Sephora a day after its official launch. For the pop-up, the Patrick Ta Beauty team has been working alongside the retailer to offer an immersive consumer experience that enhances and complements their existing sales channels. (Sephora has been leaning into off-site consumer events in the last 15 months, also collaborating on other brand activations with the likes of Glow Recipe, Laneige and Rare Beauty.)

“From a marketing perspective, House of Glow is a love letter to our L.A. community — a shared celebration of our brand and the consumers who have helped us grow to where we are,” said Jacqueline Barrett, senior vice president of marketing at Patrick Ta Beauty, in a statement. “Today’s consumers have consistently shown us that they want real relationships with the brands they love — to meet who’s behind the brand, to know what we stand for, and to see how we show up in the world. They’re craving real-life moments and two-way dialogue, and this event delivers: giving people the chance to meet our team, experience our values firsthand, and truly connect — not just with our products, but with our story. It’s a strategic brand moment that bridges the digital and physical, amplifies community, and reinforces why we exist in the first place.” 

The space, showcasing floor-to-ceiling brand shots and video campaigns, will offer exclusive merch (including hats adorned with blush shade names, like “She’s So L.A.” and “She Goes to The Gym”), free products, shade matching and surprise meet-and-greets with Ta.

“We know that Sephora is where consumers discover and fall in love with prestige beauty. It only makes sense that we help bring discovery to life through co-created IRL events — something only Sephora can uniquely deliver through our scale, storytelling, and exceptional brand offerings,” said Mili Dutt Reddy, vice president of Sephora U.S. category and brand marketing. “Our goal, in partnership with brands like Patrick Ta, is to bridge that connection through high-impact experiences. This new brand marketing initiative for our exclusive and incubation brands is an extension of the robust programming we offer within the Sephora ecosystem. As the leading global beauty retailer, we take brand building to heart as a critical part of growing the prestige beauty category.”