Case Study: My Makeup Brush Set achieves a $150K pop-up day and rapid, scalable growth with Shopify

How a Cosmetics Entrepreneur Is Using Pop-Up Stores & Social Media to Power $120M

My Makeup Brush Set is a Canadian direct-to-consumer cosmetics brand that used influencer marketing and social proof to grow rapidly, amassing a large social following and surging demand. That growth exposed operational weaknesses: inventory shortages that led customers to worry they’d been scammed, and an Ontario pop-up event that drew more than 7,000 people but suffered long lines, limited ingress, and near-failed mobile checkouts as staff phones ran low on battery—putting sales and the brand’s reputation at risk.

The team upgraded to Shopify Plus and used Shopify POS to merge online and in-store experiences, scale quickly, and run reliable pop-up checkouts. The move paid off immediately: $150,000 in one-day pop-up sales, a 10x return on the pop-up investment, higher average order values, and a doubled ROI versus routine Facebook campaigns—supporting rapid company growth (brands on track for $120M) and enabling further pop-up and market expansion.

My Makeup Brush Set

Amar Gandhi

Partner