The month-long activation is part of the Swedish hair care brand’s plans to expand in the US, which is one of its fastest-growing markets
The brand's pop-up is open on Spring Street until 27 June
The pop-up shop in Spring Street, Lower Manhattan, will be open until 27 June and provide “an array of exciting and engaging experiences”.
This includes product play tables, showcases of new lines and in-store stylists.
North America is one of the company’s fastest-growing markets, claimed Maria Nila, which is why the family-run business has chosen New York for its first bricks-and-mortar location.
“The US is such an important market for us,” said Global CEO Marcus Wikström.
“We are really excited to welcome our American customers to the Maria Nila universe and through our store gain access to vegan, high-quality, professional hair care.
“And to experience our brand first-hand.
“This is an important milestone for our US journey and just the beginning of what is to come in the world of Maria Nila for American customers.”
Singer Zara Larsson is a brand ambassador for Maria Nila
The pop-up is open between 10am to 7pm and will also host private parties.
Maria Nila was founded in Sweden in 1999 by Ann Wikström and named after her great grandmother Maria Nila.
The vegan hair care range is sold in 45 countries and stocked by leading salons, such as Hair & Co and James Corbett Studio.
Brand ambassadors include singer Zara Larsson, model Elsa Hosk and actress Madelaine Petsch.