Manhattan doesn’t lack for beauty retailers.

Saks Fifth Avenue recently revealed its splashy beauty floor that is the centerpiece of a $250 million renovation. Bloomingdale’s has updated its look, including new beauty outposts on multiple floors. Macy’s continues to go all-out to contemporize its beauty presentation. Sephora stores cover the city; CVS and Walgreens locations are on almost every corner. Specialty stores, such as Glossier and Innisfree, have spots in Manhattan, along with the latest in K-beauty at mom and pop shops.

So, what will it take for the newly opened Shops & Restaurants at Hudson Yards to become a beauty hot spot? Neiman Marcus, a mix of new beauty players and venerable names such as MAC, The Body Shop, Molton Brown and Jo Malone think they have the right recipe.

The retail portion of the $25 billion Hudson Yards project officially opened for business Friday after a ribbon cutting and a tour of the 150-foot tall sculpture called the Vessel that serves as an icon of the center. Also on hand for the festivities were Big Bird, Anderson Cooper, U.S. Senator Chuck Schumer and Related Companies Chairman, Stephen Ross, who many call the visionary who helped make Hudson Yards a reality.

The highly-anticipated site on Manhattan’s West Side is the largest private real estate development in the country, covering about 18 million square feet of commercial and residential space. There is an Equinox hotel, offices, restaurants and more than100 retailers. The area, located above a working rail yard, was virtually no-man’s land just 10 years ago.

The retail mix in the shops includes luxury brands such as Cartier, Cremieux, Fendi and Louis Vuitton, along with more affordable options such as H&M and Uniqlo.

The developers of Hudson Yards, Related Companies and Oxford Properties Group, think they have the right blend. The goal is to avoid the pitfalls seen in other Manhattan retail efforts, such as the lackluster foot traffic at Brookfield Place downtown.

“We curated The Shops & Restaurants with New Yorkers and the customer in mind – offering a diverse array of leading brands across categories and price-points, bringing new experiences, creating a suite of hospitality amenities never seen before in a shopping center, and embracing demand for differentiated dining and cultural experiences,” said Kenneth A. Himmel, President and CEO of Related Urban, the mixed-use division of Related Companies.

The center is expected to have as many as 60,000 people pass through it per day, including throngs of tourists along with locals. The nearby offices have more than 40,000 employees (L’Oréal’s headquarters is in the neighborhood).

The beauty offer is a mix of upstarts, digitally-native players and legendary powers.

Here are some of the major beauty innovations:

Neiman Marcus: This marks New York City’s first Neiman Marcus and the retailer brought out all the best moves in its playbook for a 188,000-sqaure-foot store. The store, which occupies three floors, begins on the fifth level and opens to the beauty department. Neiman Marcus fuses tried-and-true beauty brands with up-and-coming lines, including what the retailer said is one of the largest collections of CBD beauty. Even venerable brands tried out new tricks, such Chanel’s counter which featured a mirror that can simulate different lighting situations.

One busy areas during the opening was the Curated By Shen shop-in shop. The items were selected by Jessica Richards, founder of the Shen Beauty boutique in Brooklyn and includes Swiss Smile, Ikoo, Ellis Faas, La Sirene, Cela, 8 Faces and Circell.

There are special displays for emerging trends such as ingestibles by Vital Proteins, 8Greens and Hum Nutrition. An end-of-aisle fixture houses sexual wellness lines, such as Fur. There are rows and rows of indie brands including Sunday Riley, Nanette De Gaspe, Dr. Barbara Sturm and Giella. This is also the first Neiman Marcus to offer Bastide, Aix-en-Provence, Frederic Fekkai’s luxury line.

The Hudson Yards site also offers services from DreamDry, Pucker and Spruce & Bond.

On another floor is a separate men’s area with brands offering services, such as a shave by Proraso.

A constant stream of consumers explored beauty throughout the rest of Hudson Yards, which included the following outposts.

3DEN: This unique space offers a respite from the crowds of New York. There is a meditation and yoga room and two Casper nap pods. There are charging stations, high-top tables and even showers—all at a cost of $6 per 30 minutes. Beauty is on premises with brands such as Loli and Seed Phytonutrients offering free skin care products, hand cream and makeup removers in the bathrooms.

Sundays: This is the third installation for the nontoxic nail salon. Sundays’ nail polishes are formulated without dibutyl phthalate, TPHP, toluene, xylene, ethyl tosylamide, camphor, formaldehyde, formaldehyde resin, parabens and tert-butyl hydroperoxide. They are also free of ingredients derived from animals. Visitors can also participate in a Love Letter Writing Station as well as enjoy a Tea Ceremony. Every station was full most of the day on Friday.

The Conservatory:
Located on the main floor, this visually appealing outpost of the Dallas original merges online and offline shopping, according to its founder Brian Bolke. For apparel, it has a showroom concept where people can try on and order directly. But in beauty there is a curated assortment of brands such as Malin+Goetz, Bastide, ZIIP and Aedes Perfumery. Free of charge is a visit to a room where people can sit in a basket chair and take a visual tour of Provence courtesy of Bastide. There are nine Fekkai hand painted candles on sale for $495.

BATCH: The second floor of the shopping center is home to physical presentations for digitally-native brands including BATCH. The theme will change roughly every eight weeks with wellness up next. Currently the beauty offer is from Loli, a superfood, vegan and waterless beauty line.

Forty Five Ten: This is also an outpost of a Dallas-based boutique that has four storefronts. There is a limited collection of beauty such as candles, fragrances and lipsticks.

Sephora: The store here is part of 35 new units that will open this year bringing the U.S. total to over 1,100, including installations in J.C. Penney. This store is one of only a handful of Sephora’s TIP formats.

Sally Hershberger: The only full-service hair salon in the center, Sally Hershberger offers 17 stations offering styling, color, makeup applications and waxing.

Kiehl’s, The Body Shop, Atelier Cologne, MAC, Jo Malone, Origins, Muji and Molton Brown round out the beauty roster.

Beyond beauty, the center has a broad assortment of restaurants that are expecting to be a traffic pull. They range from casual like Shake Shack to Thomas Keller’s Tak Room. There is also Mercado Little Spain and a Citarella on the premises.

There were lines for Snark Park, an exhibition space featuring immersive, and Instagrammable, installations. The installations will change so the experience is different each visit.

While the weekend traffic stayed strong, the challenge will be to see if tourists gravitate to the vertical center along with New Yorkers who aren’t always willing to travel too far out of their neighborhoods.