Yesterday, according to WWD, luxury beauty brand Hourglass is making a return to physical retail with the opening of its global flagship in SoHo, New York. According to the brand, following the success of its Barneys New York pop-up last year, the brand is taking over the same 1,500-square-foot space, designed to provide an intimate and immersive beauty experience.
“We wanted this retail experience to feel very engaging, very intimate, and very warm,” said Carisa Janes, founder and president of Hourglass. “It’s not a traditional beauty destination.”
The flagship is built for interaction, featuring multiple seating areas where customers can casually test products. “In the front of the space, there’s a big couch where you can just sit and try makeup. You don’t have to book a makeover,” Janes noted. A dedicated gifting area with customizable wrapping and well-lit vanities positioned by the windows further enhance the customer experience.
This isn’t Hourglass’ first venture into standalone retail—the brand previously operated two stores that shuttered during the pandemic. However, the success of its Barneys pop-up revealed a strong demand for in-person beauty experiences, inspiring the flagship’s focus on community engagement. The store will host exclusive product drops, master classes, art installations, and trunk shows. Janes also envisions leveraging the space for small-scale focus groups to gather consumer insights on potential product launches.
As for future expansion, Janes remains open-minded. “If it works, yes,” she said. But she also stated that the speed of expansion won’t be fast. For now, the SoHo flagship represents a strategic investment in experiential retail, bringing the Hourglass community closer to the brand in a thoughtfully curated environment.
