Score free makeup at the Armani Beauty pop-up at The Grove this week

If your January needs a little glow-up, Armani Beauty has you covered—and yes, it involves free makeup. The luxury beauty brand is taking over The Grove with a three-day immersive pop-up running this Friday, January 16, through Sunday, built around the relaunch of the brand's cult-favorite Luminous Silk Foundation. The foundation officially hits stores next Monday, but if you play your cards right, you can walk out with a full-size bottle before then.

Anyone who completes complimentary shade-matching at the pop-up will receive a free full-size bottle of the foundation, a $69 value. While that alone would be enough to draw a line around the block, Armani is sweetening the deal with celebrity makeup artist-led masterclasses, interactive photo moments and a café collab with La La Land Kind Cafe, serving up limited-edition lattes and chocolates for the occasion

The pop-up runs Friday, January 16, from noon to 8pm, Saturday, January 17, from noon to 8 pm, and Sunday, January 18, from noon to 5 pm, located at 189 The Grove Drive, right near the café. If you want to level up your visit, plan for one of the morning masterclasses, which both take place at 10 am on Saturday and Sunday. Carolina Gonzalez and Nam Vo will each host sessions focused on technique, trends and getting the most out of your base makeup.

The event is free and technically open to the public, but reservations are strongly encouraged. Armani is running ticketing through an online RSVP system where you can book your time slot for the pop-up and, if you’re feeling extra organized, reserve a seat at one of the masterclasses. Walk-ins are welcome, but they’re admitted only if capacity allows, so if you really want that free foundation, don’t gamble on showing up cold.

Whether you’re there for the shade match, the selfies or just the thrill of scoring a $69 product for exactly $0, this pop-up is a rare case where “free makeup” isn’t just a tease—it’s the main event.