Purifide Teams Up With It's Bagels for Acne-Positive London Activation

Blemish-care skincare brand Purifide is partnering with London eatery It’s Bagels on a three-day Soho activation designed to challenge myths around diet and breakouts.

Running from August 21 to 23, the food-beauty collaboration centers on a limited-edition blueberry bagel filled with blueberry cream cheese. Its signature purple shade was chosen to match Purifide’s brand identity.

The partnership combines product sampling with an acne-positive message, encouraging consumers to stop blaming individual meals for skin flare-ups.

It also provides Purifide with a physical touchpoint outside its primary distribution network across the UK, which includes Boots, Superdrug, Lookfantastic, Amazon, and Holland & Barrett.

As part of the activation, customers who purchase the limited-edition blueberry bagel will receive a complimentary full-size pack of Purifide Fast Fix Power Patches—ultra-thin spot treatments—while supplies last. Visitors ordering any other item at the Soho location will receive a sample sachet of Skin Restore Power Patches, hydrocolloid treatments formulated for whiteheads.

Purifide is also hosting early-bird giveaways across the first two days of the event. The first 50 customers arriving at 11:00 a.m. on Friday, August 21, and at 9:00 a.m. on Saturday, August 22, can claim the custom bagel and a full-size patch pack free of charge.

To redeem the offer, visitors must follow Purifide on Instagram, retrieve a secret codeword, and present it in-store on a first-come, first-served basis.

The activation highlights a growing trend of beauty brands tapping hospitality spaces for experiential marketing, mirroring how creator-driven initiatives like Shelby Ann Bell’s Bestie Club leverage real-world gatherings to engage target audiences.

Recent examples in London include Cult Beauty's June pop-up with smoothie bar Smoov featuring customized drinks and product gifts, followed by K-beauty brand Amuse and retailer Pureseoul's takeover of Café Vins in July to market the Banana Lip Oil collection.