DCYPHER Beauty curates the very Best of Beauty at Covent Garden Pop-Up
The Trailblazing AI-powered beauty brand DCYPHER announces the launch of The Beauty Concierge, a six-week pop-up store, celebrating the UK & Ireland’s most exciting founder-led indie beauty brands.
The pop-up cements DCYPHER as a leader in beauty innovation while actively championing a new wave of independent brands backed by beauty-obsessed loyal communities online. Powered by DCYPHER’s drive for inclusivity, The Beauty Concierge, designed and curated by DCYPHER Beauty founder Ruth De Leo, is a destination for discovery, connection and hands-on experience allowing customers to try, test and discover the future of home grown beauty IRL.
The pop-up is a first for consumers to witness DCYPHER’s magic in real time, from facial scanning to formulation, visitors will be introduced to and will walk away with a complementary sample of their perfect match in under 60 seconds.
Co-founders, beauty brand expert Ruth De Leo and tech pro Adam Triantis, are building DCYPHER to challenge frustration around the limitations of traditional beauty – from restrictive shade ranges to wasteful mass production. Its AI-powered Skin Tone Analyser and made-to-order model delivers hyper-personalised products (72,000 and counting!), positioning the brand at the intersection of technology and inclusivity.
“Born from my desire to create exciting, experimental moments for innovative indie brands, The Beauty Concierge is about creating space for the brands shaping beauty right now, at the cusp of massive acceleration. DCYPHER has seen the success in-person activations can offer, and look to pay it forward at one electric location, The Beauty Concierge is an incubator in the heart of Covent Garden – powered by DCYPHER” Ruth, Co-Founder of DCYPHER Beauty
The space will be centred around DCYPHER’s signature complexion products, custom-blended in real time using its patented Skin Tone Analyser and Match technology to create a personalised shade in under 60 seconds, whilst also serving to hero a curated edit of fast- growing indie brands from the UK and Ireland, including no 98 beauty, RUM, Klira, Reeson and Hildun Beauty, health brand What’s that Patch and influencer Fleur De Force’s jewellery brand Raven James.
“We are so thrilled to be participating in the Beauty Concierge, powered by DCYPHER – a truly cohesive, experiential pop-up that brings together an exciting mix of both emerging and established brands. It offers a refreshing and intelligently curated environment where innovation, quality and discovery sit at the heart of the customer experience. This pop-up is a continuation of what has already been the most brilliant and rewarding partnership between DCYPHER and RUM – not to mention Beauty Banks, mine and Jo’s charity for whom DCYPHER continues to do so much. Since the beginning of last summer’s roadshow around the UK, we at RUM have loved engaging with the DCYPHER customer and sharing ideas with the team in the most mutually supportive, collaborative and energising way. We can’t wait to open up that partnership to even more friends, like-minded beauty brands and their inspiring communities, all in DCYPHER’s beautiful pop-up space. Trust us, it’s going to be a vibe. See you there!” Rum Co-founder, Beauty Expert and Entrepreneur, Sali Hughes
The six-week activation will host ticketed community events, masterclasses, founder meet- ups and collaborative panels, giving customers direct access to the people behind the brands, offering indie founders a powerful platform for growth. For a live update on what is happening, please check out: dcypher.com.
Each brand has been selected for its founder-led ethos, strong social presence and commitment to innovation, reflecting a shift in how beauty brands are now built, discovered and scaled:
NO 98 BEAUTY
No 98 Beauty is a design-led, minimalist haircare and beauty brand founded by British content creator and entrepreneur Lorna Luxe, created to deliver simple, effective products that fit into real, busy routines without fuss.
REESON BEAUTY
A skincare and bodycare brand created by industry staple Ree Lodge, rooted in simplicity, sustainability and high-performance formulas. Designed to enhance confidence and wellbeing, the brand champions clean, thoughtful products that elevate daily rituals.
HILDUN BEAUTY
Known best for its sell out collections with Makeup Pro Hannah Martin, Hildun Beauty is an Irish, founder-led, award-winning colour brand with essentials that balance luxury-level formulas with accessible pricing.
KLIRA
Founded by Dr Emma Craythorne, Klira is a science-led personalised skincare brand that delivers clinic-grade, bespoke prescription formulations tailored to your unique skin profile.
RUM
A considered, deliberately small, social-first British cosmetics brand created by three industry experts: make-up artist Sam Chapman, beauty editor Sali Hughes and brand strategist Jo Jones, all with one mission: to craft the perfect mascara.
WHAT’S THAT PATCH
A modern wellness brand offering science-backed transdermal patches that deliver targeted nutrients through your skin for steady, all-day support, without pills, powders, or fuss
RAVEN JAMES
Created by Influencer Fleur De Force, Raven James is a jewellery brand designed with an antique-inspired aesthetic combined with modern wearability and versatility. Promoting the concept that giving, receiving or wearing a treasured piece are intimate moments that should be celebrated.
When: 29th January to 5th March 2026
Where: 29 Henrietta Street, Covent Garden, London
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