Bloomingdale’s has announced plans to revamp its beauty department with the launch of Glowhaus, a new millennial-friendly boutique housing Insta-famous products from contemporary brands like Winky Lux, RMS Beauty, Sigma Beauty, Frank Body, Rouge Bunny Rouge, Lash Star Beauty, Lime Crime, SUVA Beauty, and Vamp Stamp. According to Stacie Borteck, the department store’s vice president and divisional merchandise manager of cosmetics, some 800 products across 30 brands — 26 of which will be new to the store — will be priced under $100.
On top of the Bloomie’s Loyallist program (double points every day on beauty purchases, and special point offerings during select events), Glowhaus is launching a sample program: For every $50 spent, you can choose one of four deluxe, under-the-radar samples.
Borteck says the emphasis will be on constantly keeping the selection fresh, with input from shoppers welcome. Per Bloomingdales, “brand agnostic associates” will be there to guide us through the stock, with makeup artists on hand to man the stations of products trending on social media.