Jouer Cosmetics launches debut pop-up in LA

 Jouer Cosmetics is the latest cult beauty brand getting involved in the pop-up game.

The prestige online makeup label has set up shop for the first time in Melrose Place, Los Angeles -- the hometown of its founder Christina Zilber -- to mark the launch of its new ‘Rose Gold' collection.

"From the day we launched, our fans have been eager to shop us 'in real life'," Zilber explains.

The interactive pop-up, which opens on August 24 and will remain open through August 26, will carry limited-edition merchandise such as t-shirts and tote bags, and will offer shoppers a customization service for certain items. The boutique's opening also serves as the launch event for a new collection that was built on the success of the brand's ‘Rose Gold' Lip Creme, Highlighter and Lip Topper products. "They became our best sellers and I decided to round out the collection with a gorgeous eyeshadow palette, lip gloss, eye crayon and blush duo because everyone looks great in rose gold," says Zilber.

Jouer is the latest in a string of online beauty brands investing in pop-up experiences -- this summer has seen major labels such as Fenty Beauty by Rihanna and Kim Kardashian's KKW Beauty open their own, dedicated stores for a limited time period.

Since being founded in 2008, Jouer has gone on to make a name for itself as a creator of highly-pigmented, classic beauty staples with a luxurious twist. The Rose Gold Collection will launch on Sephora.com on September 11.