What: Ulta is bringing a curated selection of products to Allure’s in-person and online beauty stores.

Why it is important: The importance of immersive and experiential retail is demonstrated by this partnership between two beauty industry leaders, Condé Nast’s Allure magazine and Ulta Beauty.

The Ulta shop-in-shop will be open from July to September in Allure’s New York bricks-and-mortar store. This partnership will be the first time Allure has partnered with a retailer, however, they have already hosted 500 in-store events like masterclasses and panels. Along with a curation of products that change month to month, Ulta will host and plan events to generate consumer visitation.

Allure’s move to retail is representative of an increasing trend among media outlets focusing on converting readers into customers. While Ulta’s strategy is to meet customers across channels beyond traditional retail. This has been demonstrated since August 2021 as they began a rollout of Ulta shop-in-shops in Target stores across the U.S.

This partnership will expand Allure’s retail selection while widening Ulta’s audience.

Partnership between Ulta Beauty and Allure magazine’s retail store