What happens when one of the world’s most established beauty titles partners up with one of beauty’s most powerful retailers?

The result is Ulta Beauty x The Allure Store and it is already one of the biggest installations the SoHo hotspot has hosted since opening in the summer of 2021.

Sonny Gindi, the co-founder of STOUR, which developed the beauty store concept, said there is pent-up demand for Ulta’s curated products, especially its proprietary Ulta Beauty Collection.

“Consumers had heard about the collaboration and they are excited about it—especially because they can get their rewards,” he said referring to Ulta Beauty’s Ultamate loyalty program. Those not already members can sign up on the spot and get $5 off purchases of $10 or more. “The product assortment in this store is awesome,” he added, noting several lines not available anywhere else.

At the pop-up’s grand opening July 7, influencers and press gathered around the store’s center island display which was loaded with trendy items for summer—several of which are exclusive to Ulta Beauty.

“This is an incredible value,” said one consumer attendee holding up a Juvia’s Place palette. Others nudged to the front of the line to smell the Eilish fragrance by Billie Eilish, an Ulta brick and mortar exclusive.

Also housed on the display located at the entrance of the 2,900-square-foot store were buzzy celebrity launches such as TikTok’s Charli D’Amelio’s Born Dreamer fragrance and Ariana Grande’s r.e.m., both of which are Ulta Beauty exclusives. Ulta Beauty highlighted Halsey’s new About-face makeup range, too.

There was strong foot traffic at the back wall where Ulta Beauty’s house products are merchandised including the retailer’s range of eyebrow pencils, eye shadows, lip stains, lip oil, foundation, body products, and other beauty staples. While national brands such as NYX or Fenty can be found at other New York retailers, these products are Ulta Beauty exclusives.

Ulta Beauty touted its highly coveted skin care lineup in a special display with signage saying, Ulta Beauty Skincare Favorites You Need This Summer. Brands included Tula, Maely’s, Peter Thomas Roth, The Ordinary, Black Girl Sunscreen, and Supergoop.

Ulta Beauty has a three-month residency in The Allure Store which has hosted some of the biggest names in beauty. What’s got shoppers talking is that the assortment will change monthly based on different themes, such as conscious beauty, BIPOC brands, and emerging lines that Ulta Beauty’s staff has uncovered as part of its Sparked at Ulta Beauty initiative. No other partner has changed out the merchandise mix in such a fashion.

With only two stores in Manhattan, The Allure Store gives Ulta Beauty a chance to test the waters in SoHo and get exposure to shoppers who might not venture to the Upper East Side or to Herald Square. Ulta Beauty’s size in Manhattan is dwarfed by Sephora’s presence in the borough, as well as departments at some of the industry’s glitziest department stores.

“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,” said Maria Salcedo, Senior Vice President, Merchandising at 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.

The Allure Store pulsates with a pop song track and product videos playing on screens through the space. Departing from the traditional purchasing path, customers order from phones and products are delivered to them. There are electronic tools, such as iPads, throughout the store for product information.

Space is allocated for events that draw shoppers in to learn tips and tricks. Ulta will bring in stylists to show off summer looks this month and host a clean beauty event next month. According to Sonny, the store has hosted more than 500 events in the past year.

For the month of July other brands stocked include Morphe, Olaplex, Juvia’s Place, Drybar, Hero Cosmetics, Glamnetic, Andrew Fitzsimons’ new hair care and CosRx, to name a few.

The partnership with The Allure Store isn’t the only strategy in Ulta Beauty’s toolbox. The retailer continues the rollout of its shops under Target roofs. Sources at both retailers report the partnership is performing well. The company is also putting up strong dollars in its own stores and online.

With Ulta Beauty bringing in enthusiastic shoppers, Sonny didn’t rule out other retail partnerships.