Marie Redding, Senior Editor03.05.21
Ulta Beauty opened a new store in New York City today—at 2 Herald Square, across the street from Macy's, on West 34th Street between Fifth and Sixth Avenues. (In case you're wondering, Sephora is about a half a block away, across the avenue at 112 West 34th Street.)
The new 12k sq. ft. store is Ulta Beauty's second location in Manhattan. The Upper East Side location opened in 2017.
Ulta Beauty said in a press release:
"Our newest and largest store signifies an effort to revitalize an area of New York City that has heavily relied on tourism and bring new jobs into the city. We have hired 100+ employees to work at the Herald Square location."
The white interiors look modern and the perfect backdrop to showcase beauty brands, including PATTERN, Briogeo, and Keys Soulcare. There are customized displays for MAC, Chanel, Benefit, Clinique, Lancôme, Dyson, and more.
A lofted salon features enhanced fixtures and equipment. There is also a dedicated space for events and educational classes.
Orders placed online can be picked up in-store for beauty consumers that prefer to continue to shop from home—and Ulta's GlamLab AI-enabled makeup testing app upgrades the shop-at-home experience.
In other news, Ulta Beauty just announced a new partnership with Loop—consumers place empty packages into a tote, and schedule a pickup online.
