Japanese skincare brand Curél partnered with Matchaful for a one-day pop-up in SoHo in May that combines two daily wellness rituals—hydration and matcha.
The collaboration introduced New Yorkers to Curél’s Moisture Facial Milk while they enjoy one of Matchaful’s signature drinks. Customers who purchased a beverage during the event received a complimentary sample of the lightweight moisturizer while supplies last.
The pop-up is built around a simple idea: just as many matcha drinkers add milk for a smoother, creamier sip, Curél’s Moisture Facial Milk is designed to deliver lightweight hydration that leaves skin feeling soft and moisturized without a heavy finish.
The event highlighted the growing intersection of skincare and wellness, with brands increasingly partnering to create lifestyle experiences centered on self-care rather than traditional retail promotions.
Curél, which originated in Japan, has built its reputation around products formulated for dry and sensitive skin. Its Moisture Facial Milk is designed to provide long-lasting hydration while supporting the skin’s natural moisture barrier, making it suitable for daily use.
Matchaful has become a popular destination for matcha enthusiasts in New York City by focusing on high-quality, sustainably sourced Japanese matcha and wellness-focused beverages. The SoHo café regularly attracts customers looking for premium teas and plant-based drinks in a minimalist setting.