The House of Et Al.
An immersive press launch redefining
what makeup can be.
To introduce ET AL. to the world, we transformed an empty Soho townhouse into The House of ET AL. — a tactile, editorial-style space designed to be explored. Press and key influencers were invited inside to immerse themselves in every facet of the brand, discovering makeup that does more: high-performance formulas that actively support skin health while reducing impact on the planet.
Each room told a different part of the story — from ingredient integrity and skin science to sustainability and modern beauty rituals — allowing guests to experience ET AL. not as a product range, but as a point of view. The result was a launch that felt intimate, considered, and unmistakably modern, positioning ET AL. as a new standard in conscious beauty.
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