Participating brands include the Ulta Beauty Collection, 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!.
In August and September, new brands will pop up, including hero SKUs from Ulta's Conscious Beauty array, The Wellness Shop and BIPOC brands, among others.
The Ulta Beauty at Allure Store pop-up is open daily between 11 a.m.- 7 p.m. at 191 Lafayette Street in New York City.
Maria Salcedo, senior vice president, merchandising at Ulta Beauty, said, "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. 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."
Allure editor-in-chief Jessica Cruel, said, "Ulta Beauty has long been an important retail partner of Allure, and we are excited to extend that collaboration to the Allure Store. We are eager to give some of our editor-favorite brands a new and unique opportunity to reach our audience."
Sonny Gindi, co-founder of Stour, a retail media company, which developed the Allure Store concept with Eden Melloul, said, "One year after the Allure Store debut, we're thrilled to announce our first retail partnership with such a beloved leader, Ulta Beauty. 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."