Beautyspace to Debut Little Luxuries Store in NYC, Betting Big on Mini Beauty Products
Beautyspace is betting big on minis.
The prestige wholesale curator, formerly part of Space NK, is launching Little Luxuries, a new store near Union Square in New York, offering mini-sized beauty products designed for everyday, travel and trial.
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"Two and a half years ago, PCA purchased the U.S. part of the business and what is now called Beautyspace. In that journey, we homed in on our brand assortment and our partnerships. We have now eight retail partners," said Noah Rosenblatt, president of Beautyspace. "But we're not new to retail and the model that was there so we thought, what better time than now to introduce a new flagship concept focused around what we think is really quite unique in the marketplace."
Its dual track of being a retailer while also helping others such as Old Navy curate beauty spaces gave it the insight that consumer demand for minis was there.
"We're unique in our business, and why I say that is because we're not only seeing trends across all of those retailers, but we also work with 200-plus brands in bringing them to unique opportunities to meet consumers," continued Rosenblatt.
The store will be stocked with 100 brands, including 111 Skin, Eighth Day, Olaplex, La Bonne Brosse, Anastasia Beverly Hills, Touchland, and more.
"Across every category, there's some sort of representation that's there," said Rosenblatt. "What's really exciting is there's a few where we're getting first access to a product, so La Bonne Brosse, a Parisian hairbrush brand, made an extra small brush, almost like a bag charm, and we will be the first ones to carry that here in the States."
Little Luxuries
Most of the brands it will stock already had minis of their bestselling products, and when a customer purchases a mini product at Little Luxuries and joins the Beautyspace loyalty program, the value of that purchase can be applied toward the corresponding full-size product on mybeautyspace.com.
On the brand level, especially luxury, Rosenblatt believes this concept helps them reach new consumers. "They're looking at this as an opportunity to acquire a new customer that possibly wouldn't have had accessibility to their brand before, so that's been the turning point for us."
As for consumers, he's hoping the line culture that has taken over New York recently will form around the store. "We ultimately want the cool girlies lined up around the block to be able to get into the shop. In New York, there's this mentality right now that's happening. People are lining up for Greek yogurt, and you can name it. So, why not line up for these really cool, discoverable new items?"
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