07.11.22
Ulta Beauty is partnering with The Allure Store, an "immersive retail experience," for an industry-first collaboration.
The pop-up will run from July through September. Ulta Beauty's dedicated footprint within the Allure Store will showcase a unique assortment of coveted brands, refreshed monthly and complimented by experiential programming and engaging events.
The interactive Ulta Beauty pop-up will offer Allure Store guests a monthly curated assortment reflecting newness as well as highlighting the retailers' strategic initiatives.
Sonny Gindi is the co-founder of Stour, a retail media company, who, along with Eden Melloul, developed the Allure Store concept.
Gindi says, "We are proud to pave the path in merging beauty media and retail to disrupt traditional brick and mortar experiences. Our shared passion for meeting beauty lovers where they are and reimagining retail reinforces why this collaboration is a perfect fit."
Maria Salcedo, senior vice president, merchandising at Ulta Beauty, comments:
"We're always innovating to delight new and existing guests and fuel beauty discovery across our unparalleled assortment and The Allure Store delivers an exciting opportunity to do just that. We're excited to highlight a curated assortment that brings Ulta Beauty to life in one of New York City's most influential shopping destinations this summer."
Which Beuaty Brands Will 'Pop Up' at Ulta Beauty at The Allure Store?
At launch, Ulta Beauty will shine a light on its own Ulta Beauty Collection as well as newer brands within its assortment, including:
- Andrew Fitzsimons
- Billie Eilish Fragrance
- Black Girl Sunscreen
- Charli D'Amelio Fragrance
- Fenty Beauty
- Love Wellness
- Morphe
- NYX
- Olaplex
- r.e.m. beauty
- Supergoop!
"Ulta Beauty has long been an important retail partner of Allure, and we are excited to extend that collaboration to the Allure Store," said Allure editor in chief Jessica Cruel. "We are eager to give some of our editor-favorite brands a new and unique opportunity to reach our audience."
The Ulta Beauty at Allure Store pop-up is available to shop now through September 30 and is open daily between 11AM-7PM at 191 Lafayette Street, New York City.