Bloomingdale's Is Opening Beauty Boutiques That Will Carry 30 New Brands
By Danielle Fontana, Digital Editor |
On the heels of Sephora's boutique-store announcement, Bloomingdale's just revealed that its beauty department will be undergoing a change, too—the kind that involves a whole new subset to its beauty department that only carries the products you’d want to post on Instagram, or the ones you’ve already seen there. Going by the name Glowhaus, the department is described as “your beauty happy place” and will include 800 products, all less than $100.
Set to be unveiled on August 30, the 400-square-foot spaces will be loaded with trending niche brands—think drybar, Shhhowercap, The Vamp Stamp and Lime Crime—that, according to WWD, are “sooner seen on social media than in a conventional department store.” With this theme in mind, Glowhaus will be equipped with iPads to demonstrate trends and “get-the-look content,” as well as testing stations with room for shoppers to experiment with the products before deciding to purchase them.
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As of now, the 30 (give or take) brands sold at Glowhaus can be broken down into three categories: clean beauty, no-makeup makeup, and glitter and metallic-finish makeup (all trends we can get behind). Within the makeup sector, you can expect to see offerings from brands like Winky Lux, Nudestix, Kosas, RMS Beauty and Cover FX. The skin care lineup is equally impressive, with brands like Frank Body, Grown Alchemist, Supergoop!, Lanolips and Mario Badescu making the roster. And don’t think the store forgot about tools—beautyblender and Sigma Beauty will also be making appearances.
If you’re familiar with Bloomingdale's Loyalist program, you’re probably wondering if there will be a similar rewards system for this new space, or if the points will carry over. Good news: Glowhaus will be launching its own sampling program, and for every $50 spent, you can choose one of four deluxe, under-the-radar samples that are about to make it big on your social-media feed.
For now, Glowhaus is set to open only in Bloomingdale's New York (Roosevelt Field) and California (San Francisco, Sherman Oaks and South Coast Plaza), but Stacie Borteck, Bloomingdale's vice president and divisional merchandise manager of cosmetics, tells Glamour to keep an eye out for more locations to pop up in 2018. However, you don't have to wait until next year to take a look at the offerings if you don't want to—the online store is already up and running. You can shop it here.