Beauty news: Aleph Beauty’s first ever pop up is live

Back in 2018, I was first introduced to the Aleph Beauty brand by its creator, the truly passionate and inspiring Emma Peters. Precisely created from powerful active, natural ingredients, Aleph products work in harmony with skin at the cellular level - and they look and feel amazing, which is often a rarity in the all-natural colour category.
Founded by professional MUA and passionate sustainability warrior Emma, Aleph Beauty is a what she likes to call a ‘conscious’ cosmetics brand – aware and considerate of its impact on people, the planet and animals. Add to that Emma’s many years in the film, television and fashion industries and formulas that seriously deliver, and you have a brand that will inevitably go global in time – it really is THAT good.
With shades that are customisable to all skin types, tones and shades and incredible coverage and staying power, Aleph is one of the fastest growing cosmetic brands in New Zealand’s market with good reason. Less than a year after debuting their natural cosmetics collection, the brand was nominated for Best Natural Makeup at 2019’s Best in Beauty Awards, and if you haven’t tried their beautiful concealer/foundation then you are definitely missing out.

But enough raving, and onto some great news for Aleph Beauty fans like me. The conscious beauty brand has opened its first ever pop-up store, coinciding with NZ Fashion Week next week where their artists will be making magic backstage at some of the event’s most in-demand shows. It’s move that marks both a milestone and a moment of expansion, and the tactile, design-led space in Ponsonby Central invites meaningful, in-person interaction and a chance to play with their award-winning offering.
The Aleph Pop-Up will run until Sunday, August 31, offering walk-in access daily, and I’m excited to be swinging by tomorrow for a look. “The pop-up is a natural extension of our ethos,” says Peters. “It allows us to meet people where they are, connect directly, and share the story and science behind each product in a way that online just can’t replicate.”
Timed to coincide with New Zealand Fashion Week 2025, the pop-up further cements Aleph’s growing presence on the national stage. The brand is set to play a prominent backstage role, with Peters herself serving as Head Makeup Artist for several runway shows throughout the week, including Taylor, REBE and Untouched World.
As the brand steps into this next chapter, the pop-up invites beauty lovers and the curious alike to experience Aleph’s mission up close: to make beauty better, for people, and the planet.

The Aleph Beauty Pop-Up is open daily from 9 am - 5 pm daily until Sunday, August 31 at 8 Brown Street, Ponsonby Central, Auckland 1021.