Huda Beauty chose London’s Covent Garden as the location of its first-ever pop-up store, from 29th November until 26th December 2019. It was inspired by Huda Beauty’s innovative new eye shadow palette, Mercury Retrograde and its celestial universe. The interactive pop-up featured a selection of cult favourite Huda Beauty products plus exclusive limited-edition pieces and accessories created especially for the store. Huda Beauty makeup artists were there to help shoppers find everything from their perfect foundation shade to their signature look. Huda Beauty was also announced as the most popular cosmetics brands of the year in the world, according to Cosmetify.