Farmacy × Sephora: A Beauty Pop-Up Froyo Truck in Chelsea, NYC

The Brief

Farmacy Beauty and Sephora were launching “Something Real Summer” around Farmacy’s Green Clean cleansing balm, and wanted New Yorkers to feel it, not just see it. The agency Overnight brought us a simple idea: a vintage froyo truck, a backyard lounge and free froyo on a summer Saturday. The pop-up ran for one day, August 8, 2026, at the Chelsea Triangle on Ninth Avenue between 14th and 15th Streets.

Why NVS

A beauty brand activation with food usually needs a vehicle rental, a wrap shop, a set builder, a caterer with the right equipment and permits, and a staffing agency. We did all of it from one shop: we own the truck, we print and install the wrap, we build the sets, our culinary team develops and serves the menu, and our production team runs the day. Overnight had one point of contact from the first render to strike.

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The Truck: a 1949 Kurbmaster in Farmacy Colors

We started with our restored 1949 Kurbmaster step van and added a serving window. All four sides were wrapped in matte cast vinyl in the brand palette: cream upper, sage lower and an olive pinstripe carried continuously across every door break. A scalloped awning went over the window, and the menu was printed on a mirrored vinyl panel mounted at 90 degrees to the truck so it stayed visible down the line.

The Froyo Program

Our culinary team developed the menu with the brand, built around Farmacy’s tropical ingredients. Flavors were locked at a tasting in July: Papaya Fresca, Coconut Cream and a Swirl, with a toasted-coconut topping. We supplied the soft-serve machines, cups and supplies, and our servers ran the window all day in Farmacy aprons and visors.

The Lawn Lounge Photo Moment

Next to the truck we built a backyard on the plaza: astroturf, a white picket fence with ball-finial corner posts, striped lounge chairs and umbrellas, side tables styled with the balm and a branded Farmacy cart. It gave guests a place to sit with their froyo, and it is where most of the day’s photos and videos were taken.

The Day

The line wrapped around the block from open to close. Every guest got froyo, a deluxe balm sample and a Farmacy × BAGGU bag, and the first 100 received a full-size balm, a disposable camera and a phone charm. Guests filmed their froyo against the truck and posted from the lounge, and creators shared the pop-up on TikTok the same day.

Seen on Social

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For Beauty and Skincare Brands

This format works for any beauty launch that needs foot traffic and content in one day: a branded vintage truck, a treat that pulls people in and a photo moment that keeps them there. It can also travel. See how we ran a four-city tour for Biodance and built a garden inside Grand Central for Tatcha, or read our guide on how to plan a beauty pop-up or beauty tour.

What NVS Provided

• 1949 Kurbmaster from the NVS fleet, serving window, awning and mirrored menu
• Four-side matte vinyl wrap, signage and queue graphics
• Froyo menu development, tasting, equipment and service staff
• Lawn lounge: astroturf, picket fence, lounge chairs, umbrellas and branded cart
• Load-in, on-site production and strike

Agency: Overnight. Event photos: Annie Forrest.

Photos: Farmacy × Sephora froyo truck gallery · Related: vintage trucks · culinary development · retail pop-ups · request a quote