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Beauty Brands Keep On Trucking

The Fresh truck; Sugar tinted lip treatment in Rose

The Stila Loves Roxy Bus

Weleda’s Biodiesel Truck

Shiseido’s luxury trailer

Food and makeup—both are fun and necessary, and now both come served in trucks! We are always up to grab a quick mobile bite, but cool beauty brands have recently managed to one-up our favorite sidewalk servers. I’ve always wondered what goes on behind the window of a food truck—it’s a huge mystery how one or two people can prepare, cook and serve all that food—but the beauty industry lets you go on in and check it out.

Last Thursday, a few of us went to investigate. First, we hit up Fresh’s Kiss & Tell Truck and got our lips pampered. We exfoliated and tried out the Sugar tinted lip treatment—my favorite was Rose.

Next, we hopped on over to the other side of Bryant Park for the Stila Loves Roxy Bus. To showcase the new waterproof collection hitting Quicksilver and Roxy flagship stores in July, guests were given makeovers as well as some of the new products. Brand relationship manager Rachel tested out (and loved) the Sparkle Waterproof Liquid Eye Liner, which is the first of its kind from Stila. As if giving away samples wasn’t enough—there was wine, candy and cupcakes. It was a makeup and food lovers’ dream. 

But these are only two of many companies who are embracing the trend—Weleda made an appearance last year in NYC with its Honestly Natural, Truly Beautiful Tour before it set out across the rest of North America to spread the word about its organic products. And Shiseido just finished a nine city Mobile Tour across the U.S., giving visitors the chance to get free facials and score samples inside a luxury-outfitted airstream trailer.

Trucks, buses, and trailers are cool and all, but we want to know what’s next—hot air balloons? Makeup artists riding rickshaws? I guess we will just have to wait and see.


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