L’Oréal and Thayers open pop-up in London to promote toner

Thayers is a skincare brand founded in 1847 and purchased by L’Oréal in 2020. It specialises in toners, with a 175-year history…and counting. Witch Hazel, a flowering plant known for its medicinal properties, has become the brand’s hero ingredient.

To mark its rebrand, Thayers is hosting a pop-up in London that asks the question “WTF is a toner?!” and aims to promote its non-alcoholic Witch Hazel formula. The rebrand targets Gen Z and asks consumers to “own their skin”.

The pop-up is created by Backlash and designed as a British telephone box that invites guests to dial 1847 (the year Thayers was created) to be connected to a skincare expert who will answer the quintessential question: “WTF is a toner?!”

Visitors will be able to learn more about Thayers, try samples of the toner, get content for social media as well as receive special offers on products.


When: 4 - 5 August 2023 at Battersea Power Station, 11am and 7pm

17 - 18 August at Shoreditch Boxpark, 11am and 5/6pm.

Where: Battersea Power Station and Shoreditch Boxpark

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