Jul 7, 2022
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Ulta Beauty pops up at the Allure Store in New York

Jul 7, 2022

Allure announced on Wednesday it has entered into a retail partnership with Ulta Beauty, which will see the cosmetics retailer pop up inside the media publication's namesake retail location in New York over the summer.

Ulta Beauty X Allure pop-up - Allure

The Condé Nast-owned magazine said its Allure Store will host a monthly curated assortment of products from Ulta Beauty. Running from July to September, the pop-up curation is expected to bring "newness" to the Allure Store customer, as well as highlighting Allure's "strategic initiatives," according to a press release.

 ​"One year after the Allure Store debut, we're thrilled to announce our first retail partnership with such a beloved leader, Ulta Beauty," said Sonny Gindi, co-founder of Stour, retail media company, which with partner Eden Melloul, and developed the Allure Store concept.

"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."

Allure said the partnership serves as important merging of media and retail and looks to bridge the gap between traditional retail and editorial curation. Ulta Beauty's pop-up will showcase an assortment of brands including its own Ulta Beauty Collection as well as newer brands within its assortment such as Andrew Fitzsimons, Billie Eilish Fragrance, Black Girl Sunscreen, Charli D'Amelio Fragrance, Fenty Beauty, Love Wellness, Morphe, NYX, Olaplex, r.e.m. beauty and Supergoop!, among others.

The bespoke assortment will be refreshed with new offerings in August and September including items from its Conscious Beauty edit, The Wellness Shop and BIPOC brands, among others.

"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," said Maria Salcedo, senior vice president, merchandising at Ulta Beauty. "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."

First launched in July 2021, the Allure Store is located on Lafayette Street in New York's Soho. It offers an editorial-led selection of the world's best beauty products with over 280 makeup, haircare and skincare products from more than 150 brands, all of which have been handpicked by the brand's beauty experts and previously featured in Allure.

The Ulta Beauty X Allure pop-up is open now through to September 30.

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