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Byrdie Beauty Lab Pop-up to Debut in Los Angeles

Online beauty site Byrdie comes to life on the West Coast for the first time following what it dubbed a successful test of the concept in Manhattan late last year. The Byrdie Beauty Lab concept brings all of the content on the company’s site — part of digital media firm Clique Brands — into the physical world with editor-approved products on hand to sample and buy, along with education through master classes. “We had such an amazing turnout in New York and it definitely exceeded our expectations,” said Byrdie editorial director Faith Xue. “We found that people really wanted to come in and not only try the samples but play around with the product. It was exactly what we were hoping for in that sense. We also found that people, when they really loved something, wanted to buy it. That’s something we took into account with the second iteration for L.A.” Xue also pointed out that with the New York run, the company found classes that allowed visitors to follow along with the instructor did better than ones that functioned as strictly informational. The 1,500-square-foot West Hollywood space features stations the Byrdie team felt would be appealing to the Los Angeles consumer, such as

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