Ulta Beauty Pop-Up Debuts at The Allure Store

Beauty retailer partners with beauty media brand for new shopping experience. 
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License Global

July 6, 2022

Allure Store.
Allure Store.The Allure Store

Stores-within-stores are becoming more and more common, as we reported in our December issue of 

License Global

. The Allure Store, an immersive retail experience from beauty magazine, Allure, has announced a new collaboration with the nation's largest beauty retailer, Ulta Beauty.  

It’s not a new concept for 


, which already has a permanent presence within most Target stores. For a limited time, the interactive Ulta Beauty pop-up will offer 

Allure Store

 guests a monthly curated assortment reflecting newness as well as highlighting the retailer’s strategic initiatives. 

"One year after The Allure Store debut, we're thrilled to announce our first retail partnership with such a beloved leader, Ulta Beauty,” says Sonny Gindi, co-founder, STOUR – a retail media company that partnered with Eden Melloul to develop the Allure Store concept. "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." 

The pop-up will run through September in an industry-first collaboration of retail and media beauty leaders, further bridging the gap between traditional retail and editorial curation. Ulta Beauty's dedicated footprint within the Allure Store will showcase a unique assortment of coveted brands, refreshed monthly and complemented by experiential programming and engaging events. 

"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," says Maria Salcedo, senior vice president, merchandising, 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." 

Ulta Beauty will shine a light on its own Ulta Beauty 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. The curated assortment will be refreshed with new offerings in August and September reflecting initiatives and assortments across Conscious Beauty, The Wellness Shop and BIPOC brands, among others. 

"Ulta Beauty has long been an important retail partner of Allure, and we are excited to extend that collaboration to the Allure Store," says Jessica Cruel, editor in chief, Allure. "We are eager to give some of our editor-favorite brands a new and unique opportunity to reach our audience." 

The Ulta Beauty at Allure Store pop-up is available to shop now through Sept. 30 and is open daily from 11 a.m. to 7 p.m. at 191 Lafayette Street, New York City. To learn more, visit


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