On the heels of its latest capital raise, Winky Lux is ready to roll into retail with its first stand-alone store.
The business is opening its first branded shop in New York’s Lower East Side today. Winky Lux also has a four-monthlong pop-up slated to hit the Roosevelt Field Mall in New York. The moves are meant to test the company’s concept — trend-driven, fast-to-market, masstige beauty products — in a format that matches its fun, quirky personality, according to cofounder and chief executive officer Natalie Mackey.
“The customer doesn’t think digital or brick-and-mortar,” Mackey said. “It’s all intertwined for her, so we are trying to build stores for Instagram. We don’t care if you buy anything, we want you to understand what the brand is about.”
Winky Lux Flower Balm
The Lower East Side store, at 69 Ludlow Street, will be full of Instagrammable moments — think Millennial pink everything and flower walls that match Winky Lux’s whimsical packaging — and “activations” like having influencers filming tutorials, etc., Mackey said. The space also has a window where shoppers can look through the back wall into Winky Lux’s new office space, which now has a ball pit.
Inside the Lower East Side Winky Lux