Beauty Nova Tech Hub opened its first pop-up store on October 1, planting a flag on one of Shanghai's busiest shopping streets with a simple pitch: try it first, buy it later.
AISUM BEAUTY, at 988 Nanjing Road W. in Jing'an District, stocks about 100 products across personal care, cosmetics, and fragrance, including brands SCHON, BeauEver, BEAUTIFUL I AM, KASE, and SENSLUX.
The shelves mix established names from the hub's resident companies with patented products commercialized from hospital research, plus innovations from a joint Jing'an-Fengxian initiative—part of Shanghai's broader effort to move lab work onto store shelves.
The store's hook is its build-your-own sample sets. Shoppers mix products across brands and categories by skin type, preference, and desired benefit, testing several at once before committing to full size.
The pop-up will drop a new product daily through the seven-day National Day holiday.
