Macy’s Herald Square is stepping into a new era of beauty. The legendary Manhattan flagship has unveiled a sweeping, multi-year renovation that reimagines more than 53,000 square feet of its beauty department, transforming the Broadway entrance between 34th and 35th Streets into a true discovery-led beauty destination. With more than 13,000 square feet added and 20-plus new brands—many debuting their latest global concepts—the renovation signals a bold, customer-first vision for beauty at Herald Square.
Eugene Gologursky/Getty Images for Macy’s
Eugene Gologursky/Getty Images for Macy’s
The design introduces a series of dedicated zones that guide shoppers through a curated journey: from a Luxury Tri-Axis uniting fragrance, cosmetics and skin care, to focused areas for luxury experiences, niche fragrance, artistry makeup and trend-driven collections. Every brand has carved out its own elevated environment, complete with hospitality-forward touches such as client seating, consultation bars and immersive service concepts. Shiseido, for example, brings its newest cabin experience to New York, while several brands introduce personalized services such as on-site engraving.
A powerhouse lineup of brands anchors the space, including Benefit, Bobbi Brown, Clarins, NARS, Augustinus Bader, Kiehl’s, Shiseido, La Mer, La Prairie and Sisley in makeup and skin care; Dior, Chanel, YSL, Armani, Gucci, Burberry, Hermès, Valentino, Prada, Tom Ford, Carolina Herrera and Guerlain across luxury beauty; and a fragrance wardrobe that spans Byredo, Maison Francis Kurkdjian, Parfums de Marly, Kilian, Jo Malone, Creed and Acqua di Parma.
Innovation is woven into nearly every corner of the renovation. Macy’s Trend area and several brand boutiques feature virtual try-on technology. Meanwhile, holy grails such as Shiseido, Kiehl’s and Augustinus Bader offer enhanced skin analysis tools and high-tech service devices. Parfums de Marly adds an unexpected layer of immersion with a VR headset designed to bring its olfactory world to life.
Eugene Gologursky/Getty Images for Macy’s
Eugene Gologursky/Getty Images for Macy’s
At the heart of the transformation is a renewed emphasis on service. Macy’s Best-in-Class Beauty Advisors are trained through Beauty Essentials—Macy’s new hire onboarding program—along with brand-dedicated education and The Beauty Playground, the retailer’s internal digital learning platform that keeps advisors fluent in trends and client-building strategies. The result is a hospitality-driven culture designed to meet shoppers where they are, elevate expertise and make every visit feel personal.
While there are no exact dates for country-wide makeovers, the reimagining of its New York flagship is a signature move within the retailer’s “Bold New Chapter” strategy. This plan prioritizes immersive, high-value experiences (most notably in luxury and beauty) while thoughtfully reshaping its store portfolio for a more modern future.
