Bloomingdale’s launches new millennial-targeted beauty boutique

Called Glowhaus, the department store’s new beauty concept will target millennial customers with a selection of brands that have cult followings online. Bloomingdale’s will launch the boutiques at just four of its stores, with more locations expected to arrive in 2018.

The new Glowhaus beauty boutiques will stock 800 products from the likes of Instagram-friendly brands such as RMS Beauty, Lime Wire, Sigma and Mario Badescu. The new concept represents a huge investment from Bloomingdale’s to go after the millennial market, with not only the products differing from its typical beauty counters, but also new services and a new rewards program.

The Glowhaus boutiques will sell makeup, skincare and tools in a more relaxed environment than the typical Bloomingdale’s cosmetics counters. Customers will be encouraged to try on and test new brands, and will receive a deluxe sample of an under-the-radar product for every $50 spent.

On August 30, Bloomingdale’s will launch the new Glowhaus boutique at its Roosevelt Field store in New York, and its San Francisco, Sherman Oaks, and South Coast Plaza stores, all in California. The Glowhaus stock will also be available online, and Bloomingdale’s plans to open the concept at new locations in 2018.

This is not the first attempt from Bloomingdale’s to grow its presence in the millennial beauty market. In June of this year, the department store launched the first physical outpost of Korean beauty retailer Soko Glam at its Soho location.