*Links marked with asterisks are affiliate links, these help Ree with running costs of the blog
There are very few things in beauty that genuinely feel considered these days. Fewer still that feel intimate, intelligent, and rooted in real expertise rather than noise. Which is why I’m so excited to share The DCYPHER Beauty Concierge, a new pop-up beauty destination in the heart of Covent Garden, and one that my brand REESON is incredibly proud to be part of.
At the heart of the space is DCYPHER’s AI-powered skin matching technology, which can analyse your skin and create a perfectly matched foundation in around 90 seconds. It’s fast, impressively accurate, and quietly transformative, taking the guesswork (and endless trial-and-error) out of finding your true shade. If you’re looking for a thoughtful beauty experience in London, this is it.
Limited Tickets Available! This Thursday, 5th February at 7:30pm, join me, Sam Chapman, and Fleur DeForce for a look at how beauty has evolved from 2016–2026. Tickets are £50 and redeemable against in-store shopping plus a generous good bag – only a few left, so reserve yours now: Book Here.
What Is The DCYPHER Beauty Concierge?
The DCYPHER Beauty Concierge is a temporary pop-up boutique created by DCYPHER, bringing together a carefully curated selection of beauty and lifestyle brands under one roof. Think less department store, more luxury beauty concierge – personal, calm, and expertly led.
At the heart of the space is DCYPHER’s AI-powered skin matching technology, which can analyse your skin and create a perfectly matched foundation in around 90 seconds. It’s fast, impressively accurate, and quietly transformative, taking the guesswork (and endless trial-and-error) out of finding your true shade. I am loving the Custom Glow Booster, for more info read, DCYPHER Custom Glow Booster Review.
The pop-up is open for five more weeks, running until 6th March, and is designed to be as much about conversation, community, and education as it is about product discovery.
Why DCYPHER’s AI Skin Matching Is Worth Experiencing
Shade matching has long been one of the most frustrating parts of buying foundation, particularly if your skin sits outside traditional shade ranges and changes seasonally.
DCYPHER’s AI skin matching technology offers a smarter alternative. In-store, your skin is analysed and a custom foundation is mixed specifically for you, in around 90 seconds. It’s a genuinely impressive experience, and one that feels far more aligned with how beauty should work in 2026.
Where Is the DCYPHER Beauty Pop-Up?
29 Henrietta Street, Covent Garden, London
Located right in the heart of Covent Garden, DCYPHER The Beauty Concierge is easy to visit whether you’re already in central London or planning a dedicated beauty day. Despite its prime location, the space itself feels boutique, welcoming, and refreshingly unrushed.
Opening Hours
- Monday to Saturday: 11am – 7pm
- Sunday: 11am – 5pm
Plenty of time to browse, ask questions, and actually enjoy the experience, which feels increasingly rare.
The Brands You’ll Discover at The DCYPHER Beauty Concierge
One of the most exciting aspects of this pop-up is the brand lineup, each chosen for its integrity, expertise, and clear point of view.
Brands featured include:
- DCYPHER – the main brand behind the pop-up, offering AI skin analysis and custom-mixed foundation in approximately 90 seconds
- REESON – my own brand, created with intention, simplicity, and modern skin needs at its core
- Hildun Beauty – a beautifully formulated Irish makeup brand
- 98 Beauty – an all-natural skincare brand focused on skin barrier health
- Klira Skin – a dermatology-supported, prescription-style skincare brand
- Raven James Jewellery – by Fleur DeForce, refined, timeless jewellery
- RUM Mascara – by Sali Hughes and Sam Chapman, a mascara born from decades of makeup artistry experience
- What’s That Patch – targeted skincare patches designed to treat specific skin concerns
It’s a lineup that feels cohesive and intelligent, nothing is here by accident.
Events at The DCYPHER Beauty Concierge
THe DCYPHER Beauty Concierge is more than a retail space — it’s also a hub for in-store events, talks, and panel discussions. Full details of all upcoming events can be found on the official landing page.
This Week’s Event: 2016–2026 A Decade in Beauty
The first event takes place this Thursday, 5th February at 7:30pm, and it’s one I’m genuinely honoured to be part of.
This panel will explore how beauty — and beauty content creation — has evolved from 2016 to 2026, featuring:
- Me
- Sam Chapman – makeup artist, co-founder of Pixiwoo, and one of the original beauty YouTubers
- Fleur DeForce – one of the true OG voices in beauty content creation
Tickets are £50, fully redeemable against in-store shopping, making it both inspiring and practical. Plus there’s a generous goody bag!
If you’ve followed the beauty industry for any length of time — or are simply curious about where it’s been and where it’s heading — this promises to be a fascinating conversation.
Don’t Miss Out – tickets for this Thursday’s panel are almost gone. Learn, shop, and connect with some of the OGs of beauty content creation. Reserve your seat today.
Why The DCYPHER Beauty Concierge Feels Different
What I love most about DCYPHER The Beauty Concierge is that it doesn’t shout. It doesn’t overwhelm. It invites you in.
In a world driven by algorithms, virality, and speed, this pop-up feels like a return to something more grounded:
expert-led beauty, thoughtful curation, and genuine human connection.
As someone who has been part of this industry for a long time, that feels incredibly special — and exactly why I’m so proud for REESON to be included.
Planning Your Visit
If you do visit, my advice is simple: take your time. That’s very much the point.
DCYPHER The Beauty Concierge FAQs
Where is DCYPHER The Beauty Concierge located?
DCYPHER The Beauty Concierge is located at 29 Henrietta Street, Covent Garden, London.
It’s right in the heart of Covent Garden, making it an easy stop if you’re shopping, visiting the theatre, or planning a dedicated beauty day in central London.
How long is DCYPHER The Beauty Concierge open for?
The DCYPHER Beauty Concierge pop-up is open until 6th March.
What are the opening hours for DCYPHER The Beauty Concierge?
Monday to Saturday: 11am – 7pm
Sunday: 11am – 5pm
What brands are available at DCYPHER The Beauty Concierge?
DCYPHER The Beauty Concierge features a curated mix of beauty and lifestyle brands, including:
REESON
Hildun Beauty
98 Beauty by Lorna Luxe
Klira Skin
Raven James Jewellery by Fleur DeForce
RUM Mascara by Sam Chapman and Sali Hughes
What’s That Patch
Each brand has been selected for its expertise, quality, and clear point of view.
Are there events at DCYPHER The Beauty Concierge?
Yes. A series of events are taking place during the pop-up, including talks with founders and industry experts.
Full event listings and ticket details can be found on the official landing page.
Is DCYPHER The Beauty Concierge worth visiting?
If you’re looking for a luxury beauty destination in Covent Garden, somewhere calm, expertly curated, and genuinely welcoming, DCYPHER The Beauty Concierge is well worth a visit, whether you’re shopping, attending an event, or simply discovering new brands.