Haus Labs Reports More Than 1,600 Shade Matches at Its Sephora SoHo Pop-Up

The programme began with a masterclass for beauty editors and a preview for more than 65 creators before opening to the public, according to the brand’s September 18 recap. The figures describe the completed activation, not a newly announced upcoming event.

The store paired a prominent Haus Labs and Sephora facade with an interior organised around shade discovery. Product displays, mirrors and consultation areas gave the activation a practical service at its centre, supported by hospitality touches including a branded coffee cart.

Shade matching addresses a specific purchase decision: finding the right complexion product before choosing a full-size item. Haus Labs also operates an online foundation shade finder, placing the pop-up within a wider set of tools for product selection.

The Sephora partnership gives the experience a retailer connection as well as a brand identity. Editor and creator sessions introduced the offer to intermediaries, while the public phase allowed customers to receive the service directly.