BEAUTY NEWS! Stila Cosmetics Arrives at The Allure Store

NEW YORK, July 26, 2021 / PRNewswire / – Stila Cosmetics has a new retail store in the first Allure store on 191 Lafayette Street in downtown New York City. As the first beauty retail experience of its kind from Allure, the global beauty agency, Stila will be in good company as the store features more than 270 products from 150 different brands, all previously featured in the magazine.

For over 25 years, Stila Cosmetics has consistently produced innovative products that combine traditional craftsmanship with modern, chic trends. Every season, the brand brings innovative products to market that can be easily transferred from the catwalk to real life. Basically, Stila believes that the right makeup can turn even the simplest look into a statement that is as authentic as your own signature. From the iconic Stay All Day® Waterproof Liquid Eye Liner to the Stay All Day® Liquid Lipstick and Heaven’s Hue Highlighter, Stila products have quickly become customer and Allure editor favorites, which in the 30-year history of Allure several Allure Best of Beauty Awards.

“Allure has been one of our biggest supporters and loudest cheerleaders from the start,” says Desirée Tordecilla, Chief Marketing Officer at Stila Cosmetics. “Each year, the dedicated, knowledgeable editorial team has selected Stila from thousands of submitted brands as Best of Beauty and Reader’s Choice Award winners, which has contributed to our growth for 25 years. As soon as we heard, Allure launched a retail experience celebrating 30 years of beauty and we knew we wanted to be part of this fantastic new company in the first Allure Store. We can’t wait for our Stila fans and beauty enthusiasts to enjoy this amazing experience! “

“With consumers back to the store, innovation is critical for brands to keep the noise out. Allure Store is reimagining retail with a whole new approach to beauty, combining its proven editorial voice and unparalleled expertise to create the first of its most friendly, immersive 360-degree shopping experiences. The store shows how much we can expand our strong brands by extending Allure’s iconic IP to a physical retail area, “said Markus Grindel, Managing Director, Global Brand Licensing, Condé Nast.

As Stila continues to grow and develop with a constantly changing world, customers can now shop, experience and discover their new favorite Stila Cosmetics products in the Allure Store every day 11 a.m. – 7 p.m.. The store will feature several unique technological touchpoints that will make the shopping experience as seamless as possible for customers, including virtual try-ons, QR codes to instantly learn more about the products from their mobile device, and more. Customers can shop and try on a selection of cult favorite products from Stila Cosmetics, including Stay All Day® Waterproof Liquid Eye Liner, Heaven’s Hue Highlighter and Glitter & Glow Liquid Eye Shadow in our favorite colors. For those who can’t stop by the store there is an option to purchase the Allure Store Picks online at, with same day delivery for those in Manhattan.

The Allure Store will feature an ever changing range of brands and products to provide customers with access to the very best in beauty products. Stila has officially signed up for a full year and will be present in the store until the end June 2022 with planned additional products and activations. For more information about the Allure Store and the Stila products available, please visit or drop by the store.

At Stila Cosmetics, artistry meets innovation, with a modern, chic approach that carries over from the catwalk into real life. For more than 25 years, Stila has been inspiring the make-up of Fashion Week and creating artfully proven products that work as promised, last from morning to moonlight and take a woman wherever she wants to go.

Allure Store is an experiential retail store owned by Allure, the global beauty agency. Offering an editorial-led selection of the world’s best beauty products, the store is designed to embody the future of retail by seamlessly integrating the trusted voice of Allure into a 360-degree shopping experience. The Allure Store offers a curated selection of makeup, hair and skin care products, all handpicked by the brand’s beauty experts and featured in Allure. Allure Store is a partnership between Condé Nast and the STÔUR Group. Allure is sold in the US by Condé Nast and in. released South Korea under license agreement with Doosan Group.


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