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Poolside in Los Angeles, late August, a small group of people will spend an afternoon doing something the beauty industry has made surprisingly hard: trying things with their own hands.
AMP Beauty’s Beauty Beach Club returns Sunday, August 30, from 4 to 8 p.m. Guests leave with a gift bag valued at more than $300. They also get refreshments, poolside bites, curated photo moments, and time with the founders of emerging brands. The real offer is simpler and harder to package. It is the chance to smell a fragrance, feel a formula, hear the person who made it, and decide for yourself whether it belongs in your life.
Montré Moore, co-founder and CEO of AMP Beauty, describes the difference without ceremony. “So much discovery happens through a screen now,” she says, “but there’s something completely different about trying a product in person, hearing directly from the founder who created it, and understanding the story and intention behind the brand.”
Traditional beauty events tend to arrange themselves around booths and transactions. Beauty Beach Club is built around experiences and connection instead. Guests can try a new fragrance, get nail art, create a custom charm, explore wellness, meet founders and creators, and actually spend time with the products and the people behind them. Moore wants the afternoon to feel less like walking a trade-show floor and more like spending time discovering what’s next in beauty with friends.
For emerging brands, that difference matters. Getting a product onto a shelf or a website solves only part of the problem. Consumers still need opportunities to touch, try, smell, and decide whether they trust something new. AMP Beauty has worked with more than 200 emerging brands, creating pathways through curated commerce, retail opportunities, experiential marketing, and performance insights. Beauty Beach Club is one of the most direct versions of that work.
“For emerging brands, that kind of discovery can be incredibly powerful,” Moore says. “You can have an amazing product, but if consumers never have the opportunity to experience it, the product can only take you so far.”
Her hope for the day is specific. She wants guests to leave saying more than that they received a nice gift bag. She wants them able to say, “I met the founder of this brand. I tried this before everyone was talking about it. I found something I genuinely love.” That kind of relationship is harder to manufacture through an ad impression. It requires presence.
Beauty Beach Club is one afternoon by a pool in Los Angeles. What it offers is not scale. It is the chance to meet a brand before the algorithm decides it matters, and to leave with a memory that belongs to the person who was actually there.
The event is private and limited-capacity, with a small number of community tickets available. Details and registration: https://partiful.com/e/mIvdIeme7DkaaVyNkNu2?utm_source=chatgpt.com
