Nordstrom’s Fresh Faces Pop-Up Shop Focuses on Clean, Inclusive and Gender Neutral Beauty

Fresh Faces, the latest Pop-In@Nordstrom, an ongoing series of temporary in-store shops, was unveiled last week. Conceived of by Olivia Kim, the retailer’s vice president of creative projects, the pop-up’s focus is clean beauty, with products free from the usual ingredients everyone is avoiding these days (parabens, sulfates, phthalates, silicones etc.). But Kim went one step further, making inclusivity and gender neutrality also key themes behind her picks. “It was important to me that we selected brands that are inclusive in every sense of the word,” says Kim. “We wanted our shop to be a destination that anyone can visit for their beauty essentials, regardless of skin tone or gender.”

The selection of 400 items features some indie brands we’ve loved from afar but haven’t been able to get our hands on, as well as some new ones that weren’t even on our radar. Highlights include a collection of flesh-toned vegan nail polishes in 11 different skin shades by Veque, created exclusively for Nordstrom, and inclusive cosmetic shade ranges from Au Naturale, Clove + Hallow and Alima Pure. There are also natural lipsticks from Axiology and Cupid + Psyche, “crowd favourite” Megababe deodorant (some Cancon: this brand’s packaging was designed by Toronto-based Métier Creative, co-founded by Erin Kleinberg of Coveteur), and a blemish-busting treatment dubbed Meltdown from period positivity champion Blume. “I also love our genderless brands Nécessaire and Non Gender Specific,” says Kim. The former was co-created by Into the Gloss expat Nick Axelrod, and features scented and unscented body washes and lotions. And then there’s the thing you didn’t know you needed: a mini Cooluli fridge to keep your sheet masks and eye creams cool, and your celery juice chilled.

Fresh Faces Pop-In@Nordstrom runs until April 14