YSL Beauty opens its first freestanding pop-up shop in Canada

November 5, 2017

It’s been another busy week of events in Toronto and the GTA. Undoubtedly, the biggest highlight was on Wednesday when YSL Beauty hosted the official opening of their first pop-up shop in the country.

Carl D. Morisset and Liz Trinnear cut the ribbon at the official opening.

The 1,100 sq. ft. shop can be found in Square One Shopping Centre and will have its doors open from now all the way through the holiday season (until New Year’s Eve).

The bright red speakers are a perfect selfie and photobooth backdrop at the store.

The pop-up shop is large and very trendy.

The store is a fully immersive experience with stunning furniture, a multitude of mirrors, two photobooths, huge music speakers and an exceptional team of make-up artists who can create a seamless makeover for any guest in a matter of minutes. All visitors will also have the opportunity to have a complimentary custom engraving on every lipstick, fragrance or Touche Éclat they purchase—it’s an excellent way to treat yourself or buy a holiday gift for someone special!

The makeover booths are reminiscent of professional makeup stations at fashion weeks.

Tatouage Couture is one of YSL Beauty’s most renowned collections.

Julia, one of the makeup artists at the pop-up shop, does a trial application for a guest.

The opening party was earlier this week and filled up the store very quickly.

With a storewide assortment of over 400 units, the pop-up shop features YSL’s best-selling products, with a high focus on the lip, face and fragrance ranges, including the recently launched Tatouage Couture and Teint Encre de Peau All Hours.

One of the selfies I took at the pop-up shop, where a variety of fun phrases were written with lipstick on many mirrors.

The engraving machine can do an engraving in about a minute.

“YSL Beauty is about young, edgy and luxury and we are very proud and excited to have this one-of-a-kind concept boutique for the first time in Canada to showcase and convey a unique brand experience to the customer,” says Carl D. Morisset, General Manager of L’Oréal Designer Brands in Canada.

A view of the store from the inside.

One of my favourite features of the pop-up is that it brings together the very rare Le vestiaire des parfums range. Inspired by signature creations of Saint Laurent himself, this is a collection of unisex fragrances that is named after couturier’s fashion pieces—specifically, the designs he was very much renowned for. Subsequently, some of the fragrance names from this range include Tuxedo, Trench and Caftan, and the scent of these fragrances is as diverse as the work of Saint Laurent himself. Le vestiaire des parfums is not to be missed!

Le vestiaire des parfums is a fantastic collection of limited edition unisex fragrances by YSL Beauty.

By Hannah Yakobi
Photography by Hannah Yakobi and courtesy of YSL Beauty

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