Markets 
Brooklyn is getting a taste of the luxury summer brand activations typically reserved for the Hamptons or South of France.
Sephora Summer Club is launching its first-ever poolside activation, which runs from Friday, May 22, to Labor Day, Sept. 7, blending beauty, hospitality and wellness into an immersive seasonal experience.
In partnership with The William Vale in Brooklyn and Isla Bella Beach Resort in the Florida Keys, the activation provides guests with an immersive resort-style atmosphere integrated with Sephora’s signature black-and-white stripes and seamlessly blending luxury hospitality and on-demand beauty discovery.
While enjoying custom drinks like a “Sephora Spritz,” the destinations will feature elevated touchpoints, including a Sephora Beauty Library where guests can rent beauty tools, complimentary sun-care products, and a dedicated Sephora Kiosk stocked all season with fan-favorite essentials available for purchase, as well as special rewards for Beauty Insider members.
The collaboration arrives amid a growing wave of luxury brands transforming hotels and resorts into experiential playgrounds. Echoing the rise of buzzy summer activations from brands like Rhode and Dior, more brands are leaning into the aura and mystique of travel and sunkissed skin to build cultural relevance.
In recent years, brands have capitalized on influencer trips as opportunities to generate a steady stream of content and increased visibility beyond traditional advertising in a highly competitive market.
But unlike many ultra-exclusive seasonal pop-ups that require long flights or exclusive invitations, Sephora says accessibility was central to the concept.
“We know consumers are looking for more meaningful ways to interact with the brands they love, and the Sephora Summer Club is our way of stepping outside our stores to connect with our community in new, relevant ways,” Jessica Stacey, Sephora’s US senior vice president of External Communications, Experiential and Marketing Partnerships, told The Post.
Stacey added that the proximity of properties was intentional. The William Vale and Isla Bella Beach Resort are both reachable and accessible to their markets and represent the entire spectrum of summer beauty, ranging from Brooklyn’s metropolitan energy to the laid-back vibe of the Florida Keys.
“By mixing top-tier beauty with resort-style leisure, we’ve built an immersive destination where all beauty enthusiasts, whether they are hotel guests or locals dropping in, can experience Sephora,” Stacey added.
At The William Vale, the experience channels the spirit of a European beach club, reimagined through a distinctly New York lens, according to William van Wassenhove, managing director of The William Vale.
At the bespoke property, guests can access a “Beauty Library” featuring rentable premium beauty tools and treatments, as well as a Sephora kiosk stocked with travel-ready products and poolside essentials. Monthly “Dive-In Cinema” movie nights will also be open to the public, with film selections chosen via social media polls, leaving it to the fans to decide what’s showing.
“The Sephora Summer Club at The William Vale was designed with a truly inclusive mindset,” van Wassenhove told The Post. “We wanted to take a holistic approach to beauty and wellness while creating a pool experience that feels more intentional, immersive and meaningful.”
The Brooklyn property — known for its rooftop bar Westlight, Italian restaurant Leuca, and one of the longest outdoor hotel pools in Brooklyn — also developed a dedicated food and beverage program with NoHo Hospitality Group, in addition to its beauty-focused amenities.
The custom menu will feature cocktails, low-ABV drinks, no-alcohol options, and Sephora-themed menu moments intended to complement the “playful, beauty-forward energy” of the activation.
“The culinary offerings are light, bright, colorful, and designed to feel both healthy and satisfying,” van Wassenhove said.
The activation reflects a broader shift toward experience-driven retail and hospitality, particularly among younger consumers, who are increasingly drawn to tactile, immersive social experiences that blur the lines between shopping, entertainment, wellness and travel.
Sephora Summer Club will be available for a limited time throughout the summer season at The William Vale and Isla Bella Beach Resort. Reservations can be made via each property’s website, with day access for locals via ResortPass.
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