DCYPHER Beauty is known to have turned “personalisation” up a notch in the beauty world, and now, the brand’s widely popular approach to custom-made makeup is going offline.
From 29 January to 5 March, the hyper-personalisation brand will open The Beauty Concierge, a six-week pop-up in Covent Garden designed to make beauty discovery more practical, more inclusive, and far less guesswork-led than the traditional retail experience.
Located at 29 Henrietta Street, in Covent Garden, the pop-up showcases DCYPHER’s signature Skin Tone Analyser technology. Visitors can have their complexion scanned on-site before watching their base product be custom-blended in real time, creating a shade tailored precisely to their skin tone, coverage preferences and finish. The process takes under a minute, and each customer leaves with a freshly made product created specifically for them.
Alongside DCYPHER’s made-to-order complexion range, the space will host a rotating, curated selection of founder-led beauty and wellness brands – including RUM, Klira, Reeson, Hildun Beauty, No. 98 Beauty and What’s That Patch – with products available to explore, try and shop in-store. Raven James, the jewellery brand created by Fleur De Force, will also feature as part of the edit.
This isn’t just a static retail shop. The pop-up is designed as a living, offline platform, reflecting how modern beauty brands are built, discovered and supported through community.
Aside from the foundation customisation experience, The Beauty Concierge will host a programme of ticketed events, including brand-led masterclasses, live product demonstrations, founder Q&As and collaborative panel talks.
These sessions give consumers direct access to the people behind the brands, offering insight into formulation decisions, product development and the realities of building an independent beauty business today.
In short, expect:
- A personalised complexion matching session using DCYPHER’s AI Skin Tone Analyser, with your base product custom-blended in real time
- A rotating line-up of independent beauty, skincare, haircare and wellness brands available to try and shop in person
- Live, ticketed sessions throughout the six-week run, including an in-conversation event with Sali Hughes and Lorna Luxe
- Brand-led masterclasses focused on product use, formulation and routines, led by founders and senior brand teams
- Live product demonstrations, including walkthroughs of DCYPHER’s Skin Tone Analyser and on-site blending process
- Informal founder Q&As and collaborative panel talks offering direct access to the people behind the brands
About DCYPHER
Founded by beauty expert Ruth De Leo and tech specialist Adam Triantis, DCYPHER was created to address long-standing frustrations within the beauty industry – from limited shade ranges to wasteful overproduction.
Using proprietary AI-driven technology, the brand generates a unique Skin Tone ID for each customer, translating that data into a bespoke formula that is mixed to order in the UK. With no pre-made shades and no excess stock, DCYPHER’s model prioritises precision, inclusivity and sustainability, while keeping the focus firmly on performance.
Key details
Address: 29 Henrietta St London WC2E 8NA
Opening dates: The pop-up runs from Thursday, the 29th of January to Friday, the 6th of March
Opening times: Monday–Saturday 11:00–19:00 and Sunday 11:00–17:00
Follow DCYPHER at @dcypherbeauty for more info.
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