---
title: CoverGirl Opens Flagship Shop in NYC's Times Square
description: For the first time in nearly 60 years, CoverGirl announces a flagship brick-and-mortar shop in Times Square.
---

[@RegencyCenters Blog](https://connect.regencycenters.com/blog)

# [CoverGirl Opens Flagship Shop in NYC's Times Square](https://connect.regencycenters.com/blog/covergirl-opens-flagship-shop-in-nycs-times-square)

 Written by [Regency Centers](https://connect.regencycenters.com/blog/author/regency-centers) | Jun 19

There’s a new kid on the block, and her name is [CoverGirl](https://www.covergirl.com/). For the first time in upwards of 60 years, the household name in the mass makeup and beauty world is setting up shop in a brick-and-mortar, situated in the heart of NYC’s Times Square. The first-ever standalone shop is rumored to include additions like a beauty playroom and full-service makeup application, to name a few.

Last October, the makeup brand said goodbye to its longstanding “easy, breezy, beautiful” campaign, and hello to “I am what I make up” in a [re-branding](https://www.covergirl.com/en_us/covergirls)[ campaign](https://www.covergirl.com/en_us/covergirls) that aimed to encourage people to be "unapologetically themselves." Popular faces behind the inclusivity-focused re-brand included Katy Perry, [Ayesha Curry](https://www.instagram.com/ayeshacurry/?hl=en) and [Issa Rae](https://www.instagram.com/issarae/), among others.

According to [Elle](https://www.elle.com/beauty/makeup-skin-care/a21271330/covergirl-opening-first-store/), "We believe that makeup is a powerful tool for creativity and self-expression," Ukonwa Ojo, the senior vice president of CoverGirl at Coty said in a statement. "Opening a concept store will help bring this brand purpose to life in an immersive, elevated, and multidimensional way." In a world where physical fashion-focused storefronts are competing with the digital retail space, beauty brands like [Glossier](https://www.glossier.com/)— who just opened its second showroom — are keeping the industry hopeful. No other mass beauty brand has ever opened a brick-and-mortar location in North America, so the ball is in CoverGirl’s court.

Learn more about CoverGirl’s new storefront [here](https://www.elle.com/beauty/makeup-skin-care/a21271330/covergirl-opening-first-store/).

Photo credit: [CoverGirl](https://www.covergirl.com/)

[View full post](https://connect.regencycenters.com/blog/covergirl-opens-flagship-shop-in-nycs-times-square)

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