KKW Beauty plans new festive pop-up

It looks like Kim Kardashian has another beauty pop-up up her sleeve.

The reality TV star and cosmetics entrepreneur is reportedly setting up a KKW Beauty shop in California's South Coast Plaza for the festive season, according to WWD. The boutique is slated to open its doors on December 4.

The shopping mall's partner Anton Segerstrom told WWD that Kardashian is set to make multiple appearances at the store, which will be her second foray into the pop-up world. The star first tried out the concept earlier this year, with a temporary store at the Westfield Century City mall in Los Angeles that ran from June 20 through July 27. Fans were given the chance to meet Kardashian herself at the store, as well as her longtime collaborator Mario Dedivanovic.

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The news is the latest indication that the beauty pop-up remains as on-trend as ever, as digital brands increasingly seek to offer physical experiences to shoppers. This year also saw Rihanna's Fenty Beauty brand dip its toe into the waters with a three-day New York pop-up, while beauty site Byrdie inaugurated its Byrdie Beauty Lab in West Hollywood for the month of July. YSL Beauty launched a two-day pop-up dubbed ‘YSL Beauty Hotel' in New York's SoHo neighborhood this September, while prestige makeup label Jouer also announced the opening of its first ever temporary store in LA over the summer.