Henri Bendel, the specialty retailer known best for its glitzy, on-trend accessories and bustling beauty floor, will no longer be selling branded beauty and accessory products, beginning this September.

According to several beauty brands, who said they received a letter from Henri Bendel management Monday, April 14, the venerable retailer will be exiting selling third party beauty and accessory brands in favor of their own private label beauty and accessory products, including candles, body products and fragrances.

“They released a letter to all vendors this morning stating that Bendel’s flagship would be selling only HB branded merchandise after the spring season, including beauty. I think we can both imagine what this means for the future merchandising in store, given their other brands,” said one beauty manufacturer who is sold in Bendel, and who asked not to be identified.

A spokesperson at L Brands, which owns Henri Bendel, confirmed the news:

“We announced that we will transition out of third-party product (including beauty) at the Henri Bendel store in New York. This will enable us to solely focus on growth in our core business: Henri Bendel-branded handbags and accessories. We are eager to put more emphasis on our iconic branded product that customers are already responding to and that which differentiates us in the marketplace. Henri Bendel-branded handbags, jewelry, fashion accessories and home fragrance are offered exclusively in 29 Henri Bendel stores throughout the U.S. and online at HenriBendel.com, and we’re confident that this approach will enable us to further grow the Bendel brand.”

Beauty brands sold at Bendel include NARS, Trish McEvoy, Laura Mercier, Benefit, JINsoon Nail, The New Black and Skin&Co Roma.

Another beauty manufacturer sold in Bendel quoted to CEW Beauty Insider from the letter the firm received:

“It was recently announced that Henri Bendel has decided to focus on the [HB] branded merchandise exclusively. Therefore, third party merchandise, including Beauty, will no longer be carried in our flagship store; it will be business as usual through the Spring 14 season.”

Once known as a beauty brand incubator, the loss of third party brands signals the end of an era at the retailer’s flagship Fifth Avenue location.

“It truly was an incubator of new beauty brands. There were no politics, no consideration of the big corporations. [Bendel’s] was able to take these little brands and mold them into whatever they could be. And the way they were showcased was what nobody else was doing in beauty retail. It was an exciting time,” said one beauty retail executive.

The executive added that Bendel’s would be closing its entire second floor, where much of the accessories and jewelry are located, and consolidating Henri Bendel branded beauty and accessories and jewelry onto its main floor. The executive wasn’t too surprised by the news.

“If you take a look at their other stores around the country, they mainly focus on Henri Bendel branded merchandise, not third party brands,” the executive said, adding that the retailer closed its third floor several years ago when it announced it was exiting third party apparel.