The Condé Nast beauty title is working with STÔUR Group, a retail service that specialises in building stores for publishers, to open a brick-and-mortar location in autumn 2021. The 2,900 square foot space promises an “immersive retail experience” with a curated product offering, augmented reality try-on features, smart mirrors and regular in-store events such as masterclasses.

Allure, which celebrates its 30th anniversary this year, has a readership of 25 million and reported a 20 percent year-on-year increase in traffic to its site and 25 percent increase in time spent. While this is Allure’s first foray into physical retail, the magazine has been running a beauty box subscription service since 2012, reporting year-on-year revenue growth of 20 percent.