Ulta Beauty makes pop-up debut at Allure store

The Allure store is celebrating its first birthday via a collaboration with the country’s largest beauty retailer.

Ulta Beauty has opened a pop-up at Allure in New York City’s SoHo neighborhood. The two-level, 2,000-sq.-ft. store — a partnership between Allure publisher Condé Nast and retail media company Stôur Group — is designed to serve as a physical extension of the Allure beauty magazine brand. 

The Ulta Beauty pop-up will showcase a curated assortment of “coveted” brands that will be refreshed monthly and complimented by experiential programming and events. It will be open from July through September.

"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 VP, 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."

At launch, Ulta Beauty will spotlight the retailer’s namesake 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.

"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 Stôur, who developed the Allure Store concept with partner Eden Melloul. "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."