beautystack pop-up salon opens in new kings cross hub

Now you can experience the revolutionary beauty app irl.

by Shannon Peter
26 October 2018, 10:02am

Courtesy of Beautystack

Created by the beauty business mastermind behind WAH! nails, Sharmadean Reid, Beautystack is the new app revolutionising the way we book beauty treatments. It allows both customers and salons to share real images of the treatments they offer, or the ones they’ve received. Considering beauty trends are fundamentally aesthetic, it makes total sense. You’re way more likely to book an appointment if you can see the exact cool nail design or sick new braid style you’re going to get.

Sharmadean Reid Beautystack pop-up
Courtesy of Beautystack

Now, Reid plans to take this online offering offline, as she opens the doors to a Beautystack pop-up in the new Coal Drops Yard development in London’s Kings Cross. Open from 26 October until 31 December, over its three month span the temporary salon will be home to a handpicked crew of beauty experts, offering treatments to the general public, all bookable through the app. The experts will change every few days, and so far, WAH! Nails, Keash Braids, Bam Brows, Pavan Henna, Slash Beauty and Project Ajna reiki are all confirmed to appear, with others to follow.

Known for her business acumen, Reid will use the space to host various beauty industry talks, workshops and a couple of parties to boot. Visitors will also be able to shop from a curated selection of beauty products available from FeelUnique.

Beautystack may be an exciting online proposition, but it makes sense for Reid to create a bricks-and-mortar version, even if it is only temporary. “There is no getting away from the fact that beauty is still a business of physicality. Of human touch. Or at least it still should be,” Reid told i-D. “I want to make sure the app is more than just a transaction, it’s a community. And so the pop-up in the new Kings Cross development, Coal Drops Yard, is a way to bring the app to life. The beauty industry has changed so much in the last ten years, and Beautystack is a part of that futuristic change, but it will never take away from the fact that beauty is a human to human experience.” See you there.