Ulta Beauty Is Opening In Herald Square and Here’s Everything We’re Buying

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Published Feb 1, 2021

Good Great news NYC beauty lovers: Ulta Beauty is opening its doors at a new location in Herald Square. After a soft opening on February 26 and a hard opening on March 5, you’ll be able to shop in-store to your heart’s content. Just, you know, don’t forget your mask.

Not only does Ulta Beauty have diverse-owned brands and salon services offered in every location, but they’ve also just launched Conscious Beauty at Ulta Beauty™. The platform is designed to provide guests with greater choices and transparency, making it even easier to shop beauty brands with clean ingredients, and those that are cruelty-free, vegan and have sustainable packaging. They even highlight brands that focus on giving back.

Now on to the good stuff: what you should buy. We thought you’d never ask. Check out our picks for what to add to your real! life! shopping! basket! below, and heads up that all guests will receive 20 percent off their in-store purchase during Grand Opening weekend (March 5-7), in addition to 25 percent off first-time salon services. So mark your calendars now.

Ulta Beauty

1. Tarte Shape Tape Concealer

Personally, we’re fresh out of concealer, conveniently just in time for spring. This little wand is a PureWow Editor favorite and an Ulta Beauty bestseller. Oh, and you’ll find it within Conscious Beauty at Ulta Beauty, because the formula meets the program’s clean ingredients and cruelty-free certification requirements. Grab a consultant to help you patch test your perfect shade.

BUY IT ($27)

Ulta Beauty

2. Pattern Leave-in Conditioner

If you stan Tracee Eliss Ross like we do, you’ll stan her line of natural hair products just as much. The blend of natural oils and honey will leave curls moisturized and defined, healthy and restored. Plus, how vibrant is the bottle?

BUY IT ($25)

Ulta Beauty

3. The Ordinary Aha 30% + Bha 2% Peeling Solution

You know that red serum-like substance people have been putting on their faces that kind of looks like blood? (Sorry, but it does—we know you’ve seen it on Insta). It’s this. And don’t worry, the only freaky thing about it is how great your skin will look for the price.

BUY IT ($8)

Ulta Beauty

4. Bad Habit Power Sleep Melatonin & Glycolic Night Cream

A good night cream and a good night of sleep are two of our favorite things, and this brand—whose global ambassador and creative director is mega-influencer Emma Chamberlain (you’d know her from TikTok)—found a way to put the two together. The skincare line is new and exclusive to Ulta Beauty, FYI, and already has great reviews.

BUY IT ($25)

Ulta Beauty

5. Juvia’s Place The Warrior Eyeshadow

How gorgeously rich are the colors in this palette? Now, just imagine them on your lids. The mix of matte and shimmer shadows from Black-owned brand Juvia’s Place is exclusive to Ulta Beauty, and we bet it glimmers even more gorgeously in person.

BUY IT ($20)

Ulta Beauty

6. Ulta Beauty Collection Rose Quartz Facial Roller

Treat yourself to an at-home facial massage with this crystal roller made of natural stone, and don’t forget to let it cool off in the fridge first for an even more relaxing effect. It’s the perfect way to end (or begin!) any day, and we’re partial to the Ulta Beauty brand it hails from.

BUY IT ($20)

Ulta Beauty

7. Ariana Grande R.e.m. Eau De Parfum

For an affordable fragrance that feels luxe, we’re looking at Ariana Grande’s scent: R.E.M. We love the romantic notes of juicy fig, warm salted caramel, pear blossom and sandalwood, but you can sniff it out for yourself while you’re in Herald Square.

BUY IT (from $44)

Cristina Polchinski

Director, Branded Content

Cristina Polchinski is a director of branded content at Gallery Media Group. She produces sponsored content campaigns across all verticals and platforms, in addition to researching, testing and writing about beauty, family, fashion and trends. Cristina joined PureWow in 2016 and holds a bachelor’s degree in communications from Elon University and a master’s degree in integrated marketing from NYU.

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