Beauty Brands Brings a Chic Spin on a Concept Store


There’s a new destination for beauty buffs to let their creativity go wild that has serious luxe appeal!

Lyn Kirby, the executive cosmetic junkie behind Ulta, has a new slew of concept stores in mind for Beauty Brands that amplifies the luxury beauty experience, not only for young makeup mavens, but also for soccer moms who love their weekly blowouts and mani-pedis. The inspiration was to capture all facets of the modern American beauty. “We didn’t think that was being offered in the manner that it could be, “ Kirby explained to Women’s Wear Daily. “There’s a timelessness to American beauty that we wanted to hit. No matter where she lives, [the consumer] is looking for a very cosmopolitan beauty experience.”

Two concept stores, which opened in December in Lawton, OK and Southlake, TX, offer a fragrance and hair care bar, as well as a “beauty bench,” where consumers can swatch and sample beauty buys from L’Occitane, Julep, Nest Fragrances, REN, Eyeko, Indie Lee, Rodial, and more. There’s also a salon, two spa rooms, and mani-pedi rooms. Talk about a one-stop shop!

These beauty havens are just the beginning for Beauty Brands; it already has plans to open 30 more spaces in 2015 and 60 more in 2016. While there’s no word on when the concept will come to The Big Apple, you can bet we’ll be one of the first to explore!

“The vision is to be an innovative beauty location that is constantly changing with the needs of women. If we do that right, we will ultimately be a strong national brand,” Kirby said. “This is a total reimaging of the brand.”