Naturium is hitting the road this weekend with its first pop-up activation: Consistency Club on Tour.

The community-driven roadshow kicks off Friday in Venice, Calif., by The Brig on Abbot Kinney Boulevard, before heading to Sportsman’s Lounge in Studio City on Saturday and the Melrose Place Farmers Market on Sunday.

An IRL extension of the beauty brand’s new campaign, “Every One, Every Where, Every Day,” the event is designed to showcase skin care consistency in an interactive setting.

“It’s our home,” founder and influencer Susan Yara said of bringing the experience to L.A. “It’s the city where Naturium was founded, and it continues to inspire our team.”

Launched in 2019, Naturium was introduced with the mission of making clinically effective skin care accessible, with an average price point of $20 (at the highest end is their Vitamin C for $52). In 2023, it was acquired by E.l.f. Beauty for $355 million.

“Our mission is to give everyone the opportunity to experience skin love by democratizing access to skin care, pairing expertise and education with highly effective, luxurious formulas,” said Naturium’s chief marketing officer, Jake Galtere, in a statement. “While we are a digitally native brand at our core, bringing this mission to life through immersive IRL experiences is essential. These touch points allow us to connect more deeply with our community.”

At the pop-up, visitors are invited to discover their routine through interactive stations, skin analysis, consultations and testing of Naturium’s hero products, including the Glow Getter Multi-Oil Body Wash, Vitamin C Complex Serum and Multi-Peptide Advanced Serum. There will be influencer appearances, live demos and shoppable merchandise, along with drinks by Alfred Coffee.

Suzanne Pengelly, president of skin care at E.l.f. Beauty, highlighted Naturium’s growth at Target, Ulta Beauty and Amazon fueled by the brand’s campaign: “We’ll expand its reach nationally and globally over the coming months,” she said in a statement.

Looking ahead, she added: “We’ll have our first launch with Sephora in Australia in October. It is the ultimate beauty consumer destination, and we’re thrilled to see how we can grow together.”

On physical retail, Pengelly said: “Democratizing access to skin care, education, expertise, product is our focus, and we want to bring this vision to as many consumers as possible. Having scale and taking this experience to communities across the U.S. and globally is a focus versus a stand-alone store with limited scale.”