Condé Nast’s popular beauty magazine Allure has opened its new store in Lower Manhattan on July 1st, 2021 featuring more than 270 make-up, hair and skincare products from more than 170 brands. The company statement said that these products are handpicked by Allure’s own beauty experts which have been featured previously in the magazine. With the brand’s motto of ‘The Beauty Expert’, the store which is a collaboration between Condé Nast and Stour Group will offer a live experience of the brand’s editorial expertise. It will also incorporate AR try-ons, QR codes and smart mirrors.