Trendmood translates online clout into physical retail

US – Instagram beauty scoop account @trendmood1 is making its first foray into physical retail with a Los Angeles pop-up set to open this summer. Founded in 2012 by make-up artist Sophie Shab, the account has built a reputation for breaking news of upcoming beauty launches, often ahead of official announcements, and has become a go-to for brands seeking buzz.

Shab’s following of nearly two million is deeply engaged and her product drops via the Trendmood Box regularly sell out, according to The Business of Fashion. Now, she’s extending the experience offline, with Trendmood’s Melrose Avenue space offering fans the chance to shop her edits in person and attend activations with featured brands.

‘Trendmood is so relevant to that deeply engaged beauty consumer,’ said Michelle Shigemasa, global general manager for Smashbox. That relevance is now evolving into retail presence, marking a shift from Instagram scrolls to in-store shelves.

In our The New Creatorverse microtrend report, we analysed how similar content creators are turning to bricks and mortar as an avenue for fan connection and long-term relevance as retailers, not just creators.