The House of Et Al.
Press launch.
To introduce ET AL. to the world, we didn't book a venue. We built a world.
An empty Soho townhouse became The House of ET AL. — a tactile, editorial space designed to be explored rather than presented. Press and key influencers moved through rooms that each told a different part of the story: ingredient integrity, skin science, sustainability, modern beauty rituals.
Not a product demo. Not a press breakfast. An experience that let people discover what the brand stood for at their own pace, in their own way.
The result was a launch that felt intimate, considered, and unmistakably modern —
positioning et al. as a new standard in conscious beauty from the very first impression.
Results
Attended by leading beauty editors, industry tastemakers, and high-impact influencers
Generated significant organic social coverage across Instagram and TikTok during launch week
Secured multiple earned media placements and product features post-event
Achieved strong first-impression sentiment around skin benefits and sustainability messaging
Established ET AL. as a credible, future-focused brand at launch