Pinterest has unveiled plans to open three festival-themed corner shop pop-ups across the UK in partnership with e.l.f. Cosmetics.

The social media platform will launch the temporary stores in Brighton, East London and near Notting Hill Carnival, positioning each site on routes to major festival events.

The pop-ups will recreate a traditional corner shop with festival-focused experiences, including live DJs, face-gem artists and e.l.f. Cosmetics activations.

Visitors will be able to try products from the beauty brand’s Power Grip range and pick up customisable disposable cameras and festival merchandise.

The campaign was designed to turn trends and products saved on Pinterest into physical experiences as festivalgoers prepared their outfits, beauty looks and accessories.

Pinterest-commissioned research found that 71 per cent of UK consumers aged between 18 and 24 felt able to be their real selves at festivals, while 69 per cent said they felt more authentic at festivals than in everyday life.

Gen Z festivalgoers began preparing for events an average of seven weeks in advance, while 64 per cent said saving ideas beforehand gave them more confidence to express themselves.

Pinterest said UK searches for “denim mini skirt outfit” rose 200 per cent between January and July, while interest in “butterfly makeup” increased 110 per cent and searches for “showgirl outfit” climbed 105 per cent.

Other growing festival trends included face gems, which rose 570 per cent, gold bandage dresses, up 545 per cent, and rhinestone makeup, which increased 270 per cent.

Pinterest director of consumer marketing for Europe Louise Foley said: “Festival season gives Gen Z in particular a rare opportunity to express who they really are.

“With our corner shop takeovers, we’re bringing that inspiration off the board and into the real world, showing that the best thing you can find online is a reason to get offline.”

E.l.f. Beauty chief integrated marketing officer Patrick O’Keefe said the partnership would connect with consumers as they discovered trends and planned their festival looks.

“Festivals are where self-expression comes to life, and that’s the kind of creativity and confidence e.l.f. loves to celebrate,” he added.

E.l.f. Cosmetics will also promote festival beauty trends through Pinterest boards and sponsored Spotlight content as part of the campaign.

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