Ulta Beauty to open its second Manhattan store — in Herald Square

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Ulta Beauty to open its second Manhattan store — in Herald Square

By Marianne Wilson - 02/18/2021

Ulta Beauty will open its second store in the Big Apple in one of the city’s most prominent retail corridors. 

The beauty giant will open a 12,000-sq.-ft. store in Herald Square on February 26, with the grand opening on March 5. It will join Ulta’s other Manhattan location, on the city’s Upper East Side, which opened in 2017. 

The Herald Square store will feature a new elevated design, with high ceilings, artistic lighting and a unique layout intended to enhance traffic flow, shopper exploration and product discovery. Digital screens will be located throughout the space. Customers will be able to safely try-on thousands of products via Ulta’s mobile virtual makeup tool, GLAMlab. 

In other features, Ulta’s in-house beauty salon is housed in a lofted space and has been updated with enhanced fixtures, state-of-the-art equipment, and an interactive selfie station.

The new Ulta will also offer buy-online--pickup-in-store for added convenience.