It’s official. Forget normcore, preppycore, and quiet luxury. 2025 is the year of cowboycore. As Queen Bey has reminded us with the recent launch of the Cowboy Carter tour, beauty and glam have found a home in the rough and tumble aesthetics of the Wild Wild West. Whether a 10-gallon cowboy hats, blinged-out boots, or fringed jackets become the hottest accessories of the season, the beauty is all about bold splashes of color on plump lips – the hallmark of Parisian beauty that Clarins has been serving up for decades.
After several beloved and viral pop-ups in the uber fashionable Marais – the Soho of Paris – and ultra chic Marylebone – the Tribeca of London, Clarins is bringing its knack for immersive, one-of-a-kind beauty and lifestyle environments to one of the hottest blocks south Houston Street.
Nestled among the destination-worthy brunch spots and boutiques on Mott Street, the Clarins Sweetheart Saloon Beauty Pop-Up promises two days of Cowgirl swagger, the latest in lip-plumping formulations, and IG-worthy photo ops galore.
The weekend of cowgirl-themed sweetness starts at the Clarins Lip Bar where attendees can try on a multitude of colors and finishes from pout-perfecting glosses, oils, and stains to find the perfect summer lippie. While supplies last, in addition to makeup, the iconic French brand will dole out exclusive gift bags with seasonal samples of the plant-based skin and body care for which they are internationally known.
To match the vivid fruity colors on display at the lip bar, expect equally sweet refreshments at Clarins’ Paris-meets-Texas jamboree. With globally sourced candies and gummies from Lil Sweet Treat, and inventive teas, sparkling refreshers, and mocktails from Swig Drinks, attendees will nibble and sip in stylish confection.
For Western-themed photo ops, guests can get inked Cowboy style at the temporary tattoo parlor and strike a pose in a vintage photo booth.
To take the rugged, retro dreamscape to the next level, more IG and TikTok-worthy moments await with a dash of celebrity. Dylan Efron, younger brother to hunky Zac, will make a guest appearance for meet-and-greets and photo-ops on Saturday May 3.
Hitch up your ride, saddle up to the lip bar, pucker up, and vogue for an afternoon of glam and Cowboy Carter cosplay with Clarins. Reserve tickets today.
