CoverGirl is one of the most iconic beauty brands ever. So it should come as no surprise that the 60-year-old brand is (finally!) opening a brick and mortar shop in New York City. 

The flagship store, which is set to open this fall in Times Square, will be a beauty playroom that has services, experiences and of course a seemingly endless parade of products. 

Over the last year, the brand has made great strides to be more inclusive and diverse, recruiting the likes of Issa Rae, Massy Arias and Ayesha Curry into the CoverGirl family.

“It is our mission to show up for people wherever they are on their beauty journey, and offer them innovation and experiences that inspire them to become whatever version of themselves they want to be in the moment,” said Ukonwa Ojo, SVP CoverGirl in a statement from the brand.

The flagship opening comes on the heels of other popular beauty brands, both young and old, opening brick and mortar locations. Earlier this year the direct-to-consumer beauty brand Glossier opened its second location in Los Angeles, that was meant to be equal parts playroom and one big Instagram opportunity.

More than ever, beauty brands are seeking a chance to connect with consumers IRL in order to drive engagement with their brands. The beauty world is extremely crowded and it now takes more than amazing products to via for customer loyalty. 

So in a world where concept stores and pop-up shops are hotter than ever, this seems like a good move for the CoverGirl. We’re excited to see how they bring everything to life.