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10 Apr

TikTok Darling Tree Hut Launches First Pop-up in Latest

TikTok darling Tree Hut is setting its sights beyond the small screen.

This Friday and Saturday, the skin and body care brand will host its first pop-up in Latest York, offering consumers a photo-friendly, multisensorial experience through which they’ll curate a customized regimen, shop bestsellers and the brand’s recent body wash collection, and learn more about Tree Hut.

“Going viral and having such a powerful community in-built the digital scape, meant the following step for us was to begin meeting our customers in real life,” said Hazel Smith, senior marketing manager at Tree Hut, which was founded in 2002. “We desired to create an experience that focuses on awareness of our portfolio; we’ve all the time type of been known for our body scrub, but we wanted people to grasp that we’ve got so rather more that also offers the identical level of quality and experiential self care.”

Tree Hut’s Latest York City pop-up.

Andrew Werner

The brand has seen a big uptick in awareness following pandemic lockdowns and the next rise of #ShowerTok, a preferred TikTok sphere during which users showcase their shower routines — that are seemingly growing increasingly comprehensive (TikTok users have coined a word for that phenomenon too: the “all the pieces shower”), and now goals to leverage that momentum in creating equally approachable and interactive IRL experiences.

Situated at 365 Broadway, the pop-up will likely be open Friday from 11 a.m. to 7 p.m. and Saturday from 10 a.m. to six p.m.

“The skinification [of body care] is big straight away; that’s something we’ve all the time had, and we wish to lean even further into skincare benefit-type products,” said Smith of the brand, which has amassed a TikTok following of 915,000 and reports a mean 10.6 percent engagement rate on the platform over the past 12 months.

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