First Look: Beautyspace’s Little Luxuries puts spotlight on mini products
Beautyspace is betting big on mini products with the debut of its first-ever physical store, which is also the first-ever retail concept devoted exclusively to premium mini and travel-sized beauty products.
The beauty retail and wholesale platform, which was formerly part of Space NK, has opened Little Luxuries in New York City. It’s a change of pace for Beautyspace, which sells full-size beauty items online direct to consumers and through its retail partners.
Leaning into the idea that less is more, the company intentionally set up shop in a small, 765-sq.-ft. location in the heart of the city’s bustling Union Square neighborhood. Making the most of the small space, Little Luxuries features a carefully curated mix of brands across categories that span skincare, haircare,
cosmetics, fragrances and accessories. Shoppers can test different fragrances and body mists at the “scent wall.”
The merchandise mix is designed to encourage exploration across categories and price points.
“The assortment balances established luxury and prestige names with emerging brands, creating a discovery-driven assortment,” Noah Rosenblatt, president of Beautyspace, told Chain Store Age.
Besides promising to “feature something for everyone,” the store “spotlights different layers of personalization, hands-on experiences and self-guided exploration,” Rosenblatt added.
[READ MORE: Ulta Beauty posts strong Q2, raises outlook]
“The overall goal is to bring a new level of brand experiences and discovery to consumers,” he said.
Rosenblatt and Greg Keffer, founder of Keffer Studio, which designed the space, spoke to Chain Store Age bout Beautyspace’s new concept store and the brand’s expansion plans.
-
-
-
Image courtesy of Beautyspace. -
-
Image courtesy of Sam Keeler for Beautyspace.
What was the thinking around opening the store?
Rosenblatt: Beautyspace has always been a discovery-driven beauty retailer. We are no stranger to physical retail through our long-standing partnerships with companies including Bloomingdales, Nordstrom, Dillard’s and Belk that have also always supported our in-store presence as well as shop-in-shops.
However, Little Luxuries is a first-of-its kind concept store in the United States, focused around minis — and we're thrilled to be the first. Our goal is to offer consumers convenience and the opportunity to try products in the Beautyspace portfolio with a lower barrier to entry and price point commitment.
We call the boutique a candy shop for beauty. We expect that customers will come in to learn about and find new brands, then purchase two-to-three products given the lower price point and easy-to-navigate smaller format.
Tell us about the location.
Rosenblatt: It’s a special space. The store, which stands on the corner of Broadway and 18th Street in the Union Square neighborhood, is 765 square feet — a small space we chose intentionally.
One week into operation, we noticed the space feels bigger than expected. The large front windows bring in tons of natural light.
Our team can spend more one-on-one time with each shopper since we're not managing a massive footprint. The store is proving that a smaller space doesn't mean a smaller experience — it just means a more curated one.
Can you describe the store’s design and decor?
Keffer: The primary design challenge was determining how to display a large volume of small-scale products without overwhelming the shopper. That question informed everything from the proportions of the fixtures to the organization of the product categories and our material choices.
We created an environment grounded in warmth, clarity and human scale, rather than the high-gloss maximalism often associated with beauty retail. The color palette was the starting point. We gleaned inspiration from Neapolitan ice cream: soft pinks, creams and warm browns layered throughout the space. The palette gives the space a sense of energy, brightness and freshness.
At the center of the store, polished stainless-steel fixtures reflect the surrounding room, while hand-blown glass pendant lamps bring a sense of craft and celebrate the beauty of imperfection.
We retained the existing small-scale hex tile floor and paired it with lacquered and natural oak fixtures. A lush pink velvet drape surrounds much of the space, adding softness and warmth against the harder, more reflective materials.
What are some stand-out design elements?
Keffer: Ultimately, what makes the space distinct is its restraint. In a category often defined by density and sensory overload, we created a shopping experience that feels clear, inviting and approachable rather than overwhelming or intimidating.
A rich, saturated color anchors the rear display wall and draws visitors in from the street, creating a dynamic contrast with the softer pinks, creams and warm browns used throughout the store.
The expansive storefront windows also became part of the design narrative as custom oversized magnifying glasses enlarge the miniature products for passersby, transforming the storefront into an expression of the brand.
What is your favorite part of the location?
Rosenblatt: New York feels like a homecoming for us as the brand has been based here for the last 15 years. We love that our team can visit regularly to interact with customers and service the store quickly, being we're only 30 blocks away.
We also love that there is a feeling of resurgence in Union Square, which is perfect for the foot traffic that the Little Luxuries concept relies on. The flow of the store also feels natural. With products organized by category rather than brand, the experience feels solution-based for the consumer.
How are you creating a bridge between Beautyspace’s digital and new physical space?
Rosenblatt: We want our customers to feel how much we value their time and loyalty, both physically and digitally. That’s why we've created a best-in-class loyalty program, Beautyspace Rewards, where members earn points on purchases across any of our channels.
Additionally, our “Buy, Try, Apply” program rewards members who shop at our Little Luxuries boutique. Shoppers who purchase an item in-store can apply the cost toward the price of a corresponding full-size product on mybeautyspace.com, creating a seamless journey between the store and our website.
Overall, we are creating value for consumers who love the idea of trying minis before adding the full-size product to their beauty routine.
Are you planning to open more Little Luxuries stores?
Rosenblatt: While plans are still taking shape, we're eager to replicate the concept and find even more ways to connect with our customers around the city — and throughout the country — in the coming years.
We believe the concept is naturally replicable in the right environments, and we hope to expand Little Luxuries well beyond New York City.
