An upcoming clean indie beauty pop-up in San Francisco was driven by a motivation shared by many of its participants – how to get valuable brand exposure without a ton of resources.

“We’re a bootstrapped start-up ourselves,” said Lynn Power, CEO of the two-year-old clean indie beauty hair care brand Masami, and organizer of the Conscious Beauty Collective pop-up set for April. “We don’t have investors or a lot of capital to throw around. So, we started asking, ‘What do you do when you don’t have a lot of money?’”

Lynn Power CEO Masami Hair Care
Lynn Power CEO Masami Hair Care

After a couple of years of partnering with other brands for giveaways, livestreams and similar collaborations, Lynn hit upon the idea of creating a clean indie beauty pop-up where the founders she has befriended could come together to share a retail space and connect with consumers. She said that 90 percent of the companies she invited jumped at the chance to do so.

The Conscious Beauty Collective is slated for April 1 through May 31 at the Stonestown Galleria in San Francisco. About 32 clean indie beauty brands will participate, running across various beauty and wellness categories, and include cosmetics brand Puzzle Makeup, plant-based baby skin care brand EllaOla, cannabis-based Green Bee Botanicals, and candle company Isle de Nature, which Lynn also helms.  Other vendors include Caire Beauty, a skin care line for women over the age of 35, fragrance brand Scentfluence, and sexual wellness company Good Clean Love.

“It was a great way to accelerate our partnerships into a bigger and more meaningful community,” said Lynn. “Retail has been tricky, and if we can figure out a way to create our own experiences then we can get ahead.”

The location has busy foot traffic and an existing consumer base “that appreciates quality and luxury and premium products,” said Lynn. “This is also a way for shoppers to discover new brands.” She added that the mix of brands was chosen carefully “so that they have their own space in terms of positioning, so they’re not stepping on each other’s toes.”

Participating companies, the majority of which are female founded, are paying a fee to be included, which covers management, signage, displays, and insurance. Each brand will select between one and five products to showcase. Unsold inventory is returned to the brand or can potentially be kept for a prospective pop-up in another city. The selected venue—a former Aveda store— already has displays and shelving in place, but Lynn rented furniture and installed graphics and a grass wall; ultimately, her objective is to create a “turnkey retail set-up,” she said.

Her vision is not to simply have a retail platform but to cross-pollinate brands.

“We will be doing events every day, from videos to Facebook to Instagram Lives,” she said. “We’re really trying to make the kind of engaging content you can’t get with a traditional retailer. When a brand is small or new, it’s really hard to get any love.  But here, we’ve created a space where little brands can come together and try and help each other.”