The Allure Store Is Now Open in New York City

Here on, we're always trying to make shopping for the most highly recommended beauty products as seamless as possible. If a makeup artist can't get enough of a certain undereye concealer or a dermatologist is singing the praises of a particular retinol serum, you won't hear about it without an accompanying link to shop the recs. That's just how we roll.

Considering we spent so much of the last year or so doing a lot of our shopping online, we know it was more important than ever to connect our readers with the digital retailers who had the products they were looking for on their virtual shelves. But now that brick-and-mortar doors are swinging joyfully yet cautiously open, Allure wanted to get in on that fun, too. That's why, for the first time in the magazine's 30-year-history, we're opening The Allure Store — an IRL shopping experience that combines the trusted expertise of Allure's editors and beauty-pro contributors with an interactive, 360-degree shopping event.

At its chic location on New York City’s Lafayette Street, The Allure Store invites shoppers to peruse products from more than 150 brands — names like Neutrogena, Danessa Myricks, La Roche-Posay, Dermalogica, and Bobbi Brown — that have all previously earned coveted spots on Allure's print and digital pages. In addition to a beauty-shopping moment that incorporates themes like Allure's Best of Beauty Awards, the team behind the new boutique is ensuring that the inclusivity valued so much in Allure's content translates to the shelves. Allure is working with Aurora James, the founder of the 15% Pledge, to reach the goal of 15 percent of the brands carried in-store being Black-owned. 

"We are so excited to open the doors to The Allure Store and welcome people who are already part of our audience and those who may be meeting Allure for the first time," editor in chief Michelle Lee said in an announcement. "This space provides an extraordinary opportunity to highlight Allure’s favorite brands, and gives shoppers the chance to experience our editors’ picks, including the Best of Beauty Award winners, all in one place."

That place includes an exciting array of tech features to enhance the shopping experience, augmented-reality virtual try-ons, QR codes to connect customers with relevant product content, and smart mirrors. And in addition Allure's favorite products, the editors who choose them will regularly host in-store events, tutorials, and masterclasses. 

The fun begins on July 1, when The Allure Store starts its regular hours of 11 a.m. to 7 p.m. Join us at 191 Lafayette Street in Manhattan, and visit for more information.

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