Clarins Saddles Up in SoHo: Inside the Sweetheart Saloon Lip‑Bar Pop‑Up
- By: Meera Rathod
Texas honky‑tonk meets Paris chic…
Clarins just swapped the Champs‑Élysées for Nolita, unveiling its Sweetheart Saloon: a lipstick‑tinted pop‑up celebrating the debut of Water Lip Stains and a 10‑year‑anniversary Lip Oil in Iconic 54. Tucked into 262 Mott Street, the Texas‑styled beauty bar opened with a 100‑guest preview—NYC tastemakers in tow—before throwing open the barn doors to the public. Expect custom Swig sodas dusted with edible sparkles, a vintage photobooth, and enough lip‑care merch to fill a saddlebag, all curated to turn weekend shoppers into bona‑fide Clarins converts.
Step through the swinging doors of 262 Mott and you’ll find a saloon worthy of both Parisian glamour and Lone‑Star flair. Gilt‑trimmed vanity mirrors line a rustic bar where beauty bartenders “pour” Clarins’ new Water Lip Stains—ultra‑light tints that set like ink yet feel like silk. Nearby, the anniversary Lip Oil in Iconic 54 shimmers beneath roped-off velvet, its raspberry‑rose hue paying tribute to a decade of juicy gloss obsession. Visitors can saddle up at the #ClarinsLipOil counter for custom shade pairings, score a flash tattoo (lips, hearts, or tiny cacti), then strike a pose in a vintage photobooth that prints Polaroid‑style keepsakes faster than you can say “ooh la la, y’all.”
Clarins kicked things off with a 100‑person preview stocked with downtown’s coolest content creators: the Nader Sisters tested tattoos, hairstylist Jennifer Yepez Instagram‑lived a Lip Oil demo, and model Luca Mornet captured every neon sign for his reels. The brand dialed up social buzz through teaser clips by AI artist Sam Finn and larger‑than‑life SoHo billboards featuring Kennedy Eurich and Alencia Lewis. On Saturday, The Traitors champ Dylan Efron dropped by to talk Double Serum Light and snap selfies with fans—proving that Clarins can still lure A‑list attention even in a lipstick‑sprinkled rodeo setting.
Of course, no saloon experience is complete without refreshments. Utah cult‑favorite Swig set up shop, with founder Nicole Tanner herself shaking sparkling sodas that matched each Lip Stain shade—think cherry‑lime fizz topped with edible glitter. Lil Sweet Treats handled the sugar rush, dishing pastel candy ropes and mini macarons. Even amid the indulgence, Clarins’ clean‑beauty ethos shone: the B‑Corp–certified brand reminded guests of its carbon‑neutral status, recyclable packaging goals, and tree‑planting partnerships—proof that you can sip sparkle‑sodas, score limited merch, and still feel good about the planet.
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