Condé Nast has announced the launch of the Allure Store, an experiential retail concept by Allure, the global beauty authority.

Opening its doors on New York City’s Lafayette Street later this year, the store will offer shoppers a 360-degree immersive retail experience, featuring an expertly curated selection of the world’s best beauty products, led by Allure’s authoritative and trusted editorial voice.

The Allure Store will open as a stand-alone brick-and-mortar store, in partnership with STÔUR Group. The store will bring a physical touchpoint to the Allure offering, inviting shoppers and the beauty community at large to join the brand’s audience of over 25 million readers. 

The store will embody the future of retail, crafted to reflect Allure’s print and digital experience while integrating the brand’s unparalleled expertise. The store will offer the best of makeup, haircare, and skincare brands that have been featured in Allure.

“We are thrilled to announce the launch of the Allure Store, designed to bring the brand to life with a unique and immersive shopping environment where customers can shop by Allure’s globally respected headlines for a truly seamless experience,” said Markus Grindel, Managing Director, Global Brand Licensing. “The store marks an expansion of our direct-to-consumer experiences across the globe, and we hope that this news excites those looking ahead to when in-store shopping resumes.”

Spanning 2,900 square feet over two floors, the store shelves will mirror Allure’s content themes including the iconic Best of Beauty Awards, with seasonal product changes. The store will implement augmented reality capabilities for customers to try on products, as well as smart mirrors, and will be a hub for content creation. In
addition to shopping, Allure’s editorial team will regularly host in-store events, tutorials and masterclasses.

The Allure Store will open its doors on Lafayette Street in New York City in Fall 2021.