CoverGirl Is Opening Its First Store

CoverGirl Is Opening Its First Store

CoverGirl is coming for you...in Times Square. For the first time in the brand's nearly 60 year history, it's launching a brick and mortar store in New York City.

This comes on the heels of CoverGirl doing a bit of rebranding. In October of last year, the CoverGirl retired the "easy, breezy, beautiful" tagline in favor of a new, more modern slogan "I am what I make up." The new words came alongside new faces, too, namely Issa Rae, Ayesha Curry, Katy Perry, Maye Musk, fitness trainer Massy Arias and professional motorcycle racer Shelina Moreda.

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"We believe that makeup is a powerful tool for creativity and self-expression," Ukonwa Ojo, the senior vice president of CoverGirl at Coty said in a statement. "Opening a concept store will help bring this brand purpose to life in an immersive, elevated, and multidimensional way." The brand also confirms the store will have a beauty play room, full service makeup application, on-the-go services, digital experiences and exclusive innovation.

In the fashion world, brick and mortar stores can't seem to hang on for dear life. (RIP American Apparel, Wet Seal, Collette, to name a few.) Beauty, however, seems to be having a bit of an IRL resurgence. After the success of its New York City location, Glossier just opened a second showroom in Los Angeles. Kylie Jenner's pop-up stores attract scores of lip kit lovers willing to wait in insane lines. No other mass beauty brand has ever opened a brick and mortar location in North America.

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