At its stylish location on New York Metropolis’s Lafayette Road, the Attract Retailer invitations customers to peruse merchandise from greater than 150 manufacturers — names like Neutrogena, Danessa Myricks, La Roche-Posay, Dermalogica, and Bobbi Brown — which have all beforehand earned coveted spots on Attract’s print and digital pages. Along with a beauty-shopping second that comes with themes like Attract’s Better of Magnificence Awards, the workforce behind the brand new boutique is making certain that the inclusivity valued a lot in Attract’s content material interprets to the cabinets. Attract is working with Aurora James, the founding father of the 15% Pledge, to achieve the purpose of 15 % of the manufacturers carried in-store being Black-owned. 

“We’re so excited to open the doorways to the Attract Retailer and welcome people who find themselves already a part of our viewers and those that could also be assembly Attract for the primary time,” editor in chief Michelle Lee stated in an announcement. “This area supplies a rare alternative to spotlight Attract’s favourite manufacturers, and offers customers the possibility to expertise our editors’ picks, together with the Better of Magnificence Award winners, multi function place.”


That place contains an thrilling array of tech options to boost the purchasing expertise, augmented-reality digital try-ons, QR codes to attach clients with related product content material, and sensible mirrors. And as well as Attract’s favourite merchandise, the editors who select them will repeatedly host in-store occasions, tutorials, and masterclasses. 

The enjoyable begins on July 1, when the Attract Retailer begins its common hours of 11 a.m. to 7 p.m. Be a part of us at 191 Lafayette Road in Manhattan, and go to for extra data.

Extra on magnificence purchasing:

Now watch Michelle Lee’s whole make-up routine in actual time:

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