Pure Beauty

Ulta Beauty unveils NYC pop-up at The Allure Store

By Austyn King | Published: 7-Jul-2022

The US beauty retailer will showcase beauty and fragrance products from the likes of Fenty Beauty, Morphe, NYX, Billie Eilish and Charli D'Amelio

Ulta Beauty has teamed up with beauty magazine Allure for a new pop-up at the Allure Store in New York City, US.

Said to bridge the gap between traditional retail and editorial curation, the new location will showcase a curated selection of Ulta's top selling beauty brands, alongside experiential programming and events.

Shoppers will be able to discover products from the likes of Fenty Beauty, Morphe, NYX, Black Girl Sunscreen and celebrity fragrances from singer Billie Eilish and TikTok star Charli D'Amelio, as well as Ulta's own-brand Ulta Beauty Collection.

The brand selection will also be refreshed every month until the pop-up ends in September, in a bid to bring consumers the latest releases while also highlighting the retailers' strategies.

"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 of 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."

With more than 1,300 stores across the US, Ulta Beauty reported record sales of $2bn for the first quarter of 2022, boosted by consumer appetite for make-up, sunscreen and celebrity beauty launches.

Most recently, Ulta inked a deal with about-face, the make-up brand of singer Halsey, as the previously DTC brand's first bricks-and-mortar retail partner.

The pop-up will run until 30 September at the Allure Store on New York City's Lafayette Street, US.

You may also like