INDUSTRY NEWS: HOURGLASS COSMETICS OPENS FLAGSHIP STORE IN NYC

From the brand that brought us the Veil Mineral Primer and Ambient Lighting powders, along with other high performance products, comes a new Hourglass Cosmetics flagship store at 42 Crosby St. in SOHO NYC! This being brand’s second location and first on the East Coast, the state-of-the-art designed store features a unique service menu, along with it’s full line of luxurious cosmetics and skincare. Visitors to the new boutique will also have first access to six new shades of Vanish Seamless Finish Foundation Stick, along with the new Graphik Eyeshadow Palette collection which includes four palettes featuring five complementary shades of finely-milled, ultra-smooth matte, satin and metallic formulas.

The 830-square-foot space features captivating materials and dynamic visuals that mirror the brand’s luxurious and innovative spirit. Highlighted are the brand’s “Innovation is Luxury” art piece along with a blend of marble, bespoke champagne gold metal finishes and custom movable floor to ceiling screens to allow for private rooms which will offer up beauty treatments and applications. “The design was inspired by Hourglass Cosmetics products themselves,” says Mary Langan partner at O’Neil Langan Architects. “Shapes and finishes throughout the store are a nod to Hourglass’ sculptural packaging, product minerals and brand colors.

Visitors are invited to customized their own palettes at the “Ambient Lighting Bar,” or try out one of the many new services crafted for the store such as the new Keratin Lash Lift, a nourishing treatment infused with Keratin to achieve lifted lashes for 6 to 8 weeks. Also available are express services such as a personalized 15-minute makeup application, and an Ultimate Masterclass where guests can learn cutting-edge makeup techniques and essential basics from Hourglass’ resident makeup artists. “We want to engage our clients in our brand story,” says Carisa Janes, founder and CEO of Hourglass. “In working closely with Mary Langan and her team, we’ve created a sleek, modern and luxurious space that is the perfect backdrop for our high performance products and packaging design.

Hourglass Cosmetics also plans on becoming fully vegan by 2020, aligning with its existing 100% cruelty-free platform and dedication to creating products with integrity. Hourglass is also available online and at Barneys New York, Sephora, Nordstrom, Bergdorf Goodman and Space NK in the US and more than 770 doors worldwide. www.hourglasscosmetics.com

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