Exclusive Q&A: Blushington’s new destination sparks national expansion plan
Blushington has opened its new beauty experience in Houston — officially kicking off the brand’s national expansion.
Blushington opened its first beauty lounge in West Hollywood, Calif., in 2011, followed by a location in New York City’s Columbus Circle neighborhood. The brand continued to expand over the years across California, Texas and New York. However, in 2020, the pandemic halted the company’s expansion plans, forcing Blushington to close all stores.
In 2021, the company began its comeback. It reopened its New York City’s Columbus Circle location and debuted a new operating model — "a multi-service blowout, makeup and skincare franchise concept,” Blushington co-founder and chief marketing officer Nicki Maron told Chain Store Age.
Successfully offering all services under one roof (available during one appointment), the brand’s future vision was born. Fast-forward to February 2026, Maron and co-founder (and sister) Stephi Cohen introduced their new concept in Boca Raton, Fla. The company opened its third location in April, in Houston’s affluent River Oaks neighborhood. These two newest additions feature the company’s all-in-one beauty experience focused on franchisee partners — the key to the company’s national expansion plan.
Chain Store Age spoke with Blushington’s Maron who discussed the company’s reimagined experience and its continued growth strategy.
What was the inspiration behind the Blushington brand?
Blushington was inspired by a real family need. My sister Emily’s Bat Mitzvah was in 2010, and everyone — from our grandmother to our cousins — wanted their hair and makeup done. We all turned to Stephi, who was 21 years old at the time, to help us get ready, and she was completely overwhelmed.
The experience created an “A-ha moment” as at the time there wasn't a single destination where women of all ages could conveniently come together to get professionally styled for a special event.
At the time, department stores required product purchases we didn’t need, freelance artists were often cost-prohibitive, and no one was using just one brand of cosmetics — we were mixing products to get the right look.
However, it was that gap in the beauty market that ultimately inspired the creation of Blushington. We set out to create a space where anyone, of any age, could feel confident, cared for and truly seen. That idea evolved into Blushington.
What does the company name signify?
The name “Blushington” is a play on words inspired by Stephi’s time studying abroad in London. She was drawn to the elegance of names like Kensington, Lexington and Buckingham. She was also fascinated by brands like Häagen-Dazs, which feel European despite being American.
From the beginning, we set out to create a name that felt elevated, timeless and rooted in beauty.
Tell us about the impact of all-in-one beauty destinations on the retail industry.
Time is our most precious commodity, and today’s consumer is constantly looking for ways to simplify their routine. At Blushington, we give our clients their time back. Our all-in-one model allows clients to book makeup, blowouts and skincare in a single appointment, eliminating the need to go to multiple places.
For over a decade, we’ve believed in simplicity: great brands, great products and exceptional service. In a world of endless options and decision fatigue, clients crave curation and expertise. We take the guesswork out of beauty, and help that shift toward convenience without compromise. This is how we have had a meaningful impact on the industry.
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Image courtesy of Blushington. -
Image courtesy of Blushington.
How are you competing with and differentiating from beauty giants like Ulta and Sephora?
Fundamentally, we are a service-first business. From day one, Blushington has been an experiential beauty destination centered around our professional artists and the quality of the service they deliver.
Beauty can be overwhelming with so many SKUs, but ultimately clients want a great look. We focus on the outcome, not the inventory. Unlike traditional retail, we don’t carry full product lines. We only curate the hero products that truly perform.
[READ MORE: Bath & Body Works expanding reach — to enter Ulta Beauty]
At our core, we exist to make beauty feel effortless, curated and confidence-building — and that’s where we stand apart.
How does experiential retail play a role in your success?
Experiential retail has been our foundation since our debut in 2011. We’ve always envisioned our lounges as a beauty destination that is your home away from home.
From the moment clients walk through our doors, we want them to feel welcome and seen, like they are getting a warm hug when they enter our lounges. Serving champagne with every service is just one more way we ensure our guests feel cared for, pampered and truly listened to.
That emotional connection is what drives loyalty and keeps clients coming back.
What design elements do you use to make this personal connection with customers?
Our signature color is coral, which is thoughtfully incorporated throughout each lounge. We created proprietary wallpaper that reflects our brand identity, and our signature compact walls (partitions created by durable non-porous material) are featured in every location.
We set out to design spaces that feel distinct from traditional salons. Every design choice, from crown molding to our mirror features, is designed to feel like an extension of your own personal vanity. Each element is intentional and contributes to the overall experience. All locations follow a consistent aesthetic to ensure a cohesive and recognizable brand experience across markets.
Are all locations the same size?
Most Blushington locations range from approximately 1,200 to 1,500 square feet, depending on the market and specific site requirements. We aim for consistency in experience and layout, but store sizes can vary depending on the market and location. Overall, the priority is always maintaining the integrity of the Blushington experience.
What is the formula behind Blushington’s franchise model?
Our growth has been very intentional and largely demand-driven. However the pivotal moment for our business was the pandemic as forced us to rethink what the future of growth of Blushington would look like.
At the same time, a broader shift toward entrepreneurship was also happening. We noticed more people becoming their own boss and building businesses in their local communities, which is why franchising became a natural evolution for us.
Our franchise model allows us to partner with passionate entrepreneurs who know their markets exceptionally well. They also benefit from Blushington's established brand, systems, training and support. Specifically, our franchise partners receive guidance across site selection, store design, operations, marketing and ongoing business development.
For us, franchising allows for thoughtful, sustainable growth while maintaining the elevated guest experience and service standards that have always defined Blushington. We believe local ownership creates stronger connections within the communities we serve while allowing us to expand strategically with partners who are deeply invested in their markets.
Choosing Texas for your newest location was intentional. What makes the Lone Star state so appealing?
When our first Dallas location opened in 2012, it quickly became one of our most beloved location. The store, which served the Highland Park community for nearly a decade, was a gathering place for the community. Whether guests were getting ready for weddings, galas, birthdays or simply a night out, there was always an energy and sense of connection that made the location incredibly special.
When that store closed during the pandemic, the community's support never wavered. The outpouring of support from Dallas-based clients is one of the reasons we knew we wanted to expand in Texas again when the time was right.
That opportunity came in 2015, following an inquiry from a longtime client who wanted us to open there. While we were focused solely on corporate locations at the time, that interest stayed with us.
Fast-forward to our spring opening of Blushington in Houston’s River Oaks: that vision has come full circle thanks to having the right partner, the right location and a shared commitment to deliver the Blushington experience at the highest level.
What role does your new River Oaks location play in the brand’s national expansion?
Texas has always been an important market for us, and returning in this way feels both strategic and deeply personal. Opening in Houston specifically, is a significant milestone for us as it is a reflection of how we’re growing as a brand. It not only represents expansion, the strength of partner-driven growth is what is helping us evolve our franchise model.
We look at this location as an exciting step forward as we continue to scale thoughtfully.
What does your expansion plan look like for the next two years?
We’re focused on growing thoughtfully with the right partners who align with our values and vision. Demand for the brand continues to build, and we’re excited about expanding into new markets while maintaining the quality and consistency that define Blushington.
What is next for Blushington?
We are celebrating 15 years in business this October, and we are incredibly proud of this milestone. Our short-term goal is to open additional locations in Texas and other key markets.
While we're not ready to announce specific locations or timelines just yet, we're excited about the growth ahead and look forward to sharing more details in the coming months. Looking ahead, our vision is to continue expanding across the country — and ultimately globally — while staying true to what has always made us special: delivering an elevated, curated and confidence-building beauty experience.
