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Our New STORY Is…Beauty

Do you keep it au naturel, rock a red lip or layer your makeup for a perfectly contoured look? However you express yourself, you’re beautiful because you’re you! In celebration of looking your best in a style that’s uniquely yours, we’ve partnered with global beauty magnate Coty to transform STORY into a funhouse for self-discovery, packed with products that inspire individual expression.

Play around with Coty brands COVERGIRL, Sally Hansen, Rimmel, and Clairol using Perfect Corp’s YouCam AR Makeup Mirror, an iPad app that lets try on and share your most experimental looks without lifting a finger or makeup brush, or learn about the latest beauty advancements by exploring innovative skincare products curated by Space NK founder Nicky Kinnaird. Or simply stop by to freshen up with a custom facial by Heyday—the cult-loved NYC salon has setup shop inside STORY!

Beauty STORY shines with the goods to get you glowing from the inside out, including exclusives like Smart Nora, an intelligent snoring solution; One Two Lash, the world’s first-and-only magnetic eyelashes; and the new candle range from online perfumer Phlur. We’ve got all-natural offerings from Indie Lee, Vintner’s Daughter and The Beauty Chef, the ultimate beauty tools like a magnifying mirror from Simple Human and Tourmaline electronics from T3, and because all anyone can talk about right now is masks, STORY has stocked up on K-Beauty favorites like Patchology and Starskin Beauty.

You can also get started right away thanks to HeyDay, who will be on hand to lift and revitalize your skin in just 30 minutes. Their custom facials are tailored to individual needs, which makes them perfect for guys too! Men should feel just as excited about Beauty STORY—we haven’t forgotten about them! Sharpen up with Harry’s shaving sets, Brooklyn Grooming‘s all-natural balms and Shwood‘s UV-protecting sunglasses!

We’re not only an essential NYFW beauty pit stop for touchups and complimentary products. We have a range of events happening throughout the month with Coty’s top makeup artists, who will be on hand to highlight the season’s must-have looks and help you try out new statements—from street-style hair braids to trend-driven transformations to creative manicures. And do not miss out on our trunk show with style icon Iris Apfel! You can meet the legend herself and shop pieces from her personal collection!

If you can’t make our talk on the business of beauty with industry trailblazer Nicky Kinnaird, check out some of the brands she swears by like Eve Lom, By Terry and New York Dermatology Group. (Nicky says NYDG sunscreen is the one item always found in her makeup drawer!) Or discover a whole new way of thinking about beauty with surprising products like BYREDO’s scent-dispensing Kabuki Brush, Lipstick Queen’s color-changing lipstick or Aurelia’s cream-to-powder deodorant.

Thanks to Instagram artist Adam Hillman’s eclectic arrangement of lipstick, nail polish and mascara wands, beauty is even bursting off the walls at STORY. His bold displays are the perfect backdrop for a series of instantly shareable brand activations, like Vengo Labs’ digital vending machine—pose for a photo in front of our in-store mural and get Rimmel makeup in return! Capture the power of Covergirl makeup in a next-gen photo experience with the debut of the A1 Array Portrait Studio developed by Super A-OK, or see how pastel hues suit you with Clairol and Perch Interactive’s Color Crave display system.

At Beauty STORY you are the blank canvas and we can’t wait to see how you express yourself!