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The Winky Lux Experiential Store Opens in SoHo

By Christina Najjar | August 8, 2018 | Style & Beauty

If, like me, you’ve spent time wondering what would happen if Sephora and the Ice Cream Museum had a baby, fear not because your prayers have been answered in the form of Winky Lux Experiential Store. Instagram cult favorite brand Winky Lux is disrupting the cosmetic space and traditional retail experience with their new experiential store that just opened in SoHo and it’s every bit as fabulous as you’d expect. The team has dreamt up 7 completely transportive rooms that celebrate the brand's incredible products and magical beauty moments.


The brand new store will include activations such as a matcha zen garden, a disco infinity karaoke room, an “Alice in Wonderland” styled floral garden, a hydration station in the clouds and a miniature scaled coffee shop as well as a storefront shop with the full range of Winky Lux products. Attendees will be encouraged to play and experiment, and of course, take lots of pictures.


This inaugural SoHo location is already getting so much buzz that Winky Lux is planning to take the concept across the nation, so fear not if you don’t live in New York! Chicago, Atlanta, and LA are up next.


This store is the latest in a long line of success for Winky Lux. The brand has gone from strength to strength, recently raising a new round of $6 million in series A funding this year. What sets the brand apart is that they steer clear of the traditional supply chain to offer fashion and beauty obsessed millennials a luxury makeup experience without the sticker shock price tag. Best of all, every product is paraben-free, cruelty-free, nontoxic and heavily pigmented.

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