Beautyspace opens a 765-square-foot store dedicated entirely to mini beauty products in New York City's Union Square on September 10, marking the company's brick-and-mortar retail debut.

The store, called Little Luxuries, will carry minis from 100 prestige brands at prices ranging from $4 to $125, according to Noah Rosenblatt, president of Beautyspace US. Rosenblatt, who has led retail for LVMH, Henri Bendel, and Tommy Hilfiger, describes the concept as a "candy store for beauty."

"Nobody walks into a candy store and buys one item, and in beauty we think the same around minis," he told Retail Brew. "Nobody's going to walk in and say, 'Great, I just want this one item.' They're truly going to build a basket and be able to create this environment where they explore every category."

A curator goes direct

Beautyspace is the former wholesale distribution arm of UK beauty retailer Space NK. The business was spun out and sold to beauty distributor The PCA Companies in 2024; Ulta Beauty subsequently acquired Space NK in 2025. Today Beautyspace curates beauty shop-in-shops featuring more than 200 brands for 10 retailers spanning luxury to mass, including Bloomingdale's, Nordstrom, Macy's, Walmart, and Old Navy.

Through those partnerships, Beautyspace has seen firsthand how strongly beauty minis sell. Retail Brew reported last month that CVS has seen beauty mini category sales soar 140% year over year and is expanding its minis assortment across 1,200 more stores. Target said its upcoming Target Beauty Studio will include a dedicated spot for minis to give shoppers "an easy, affordable way to uncover their next favorite product."

Still, minis remain a sidelight at most major beauty sellers. CVS's mini space spans 12–16 feet, while Ulta Beauty and Sephora largely focus theirs at the checkout line. A mini-only store is a fresh format in the US, though a similar concept, Minimuse, operates in Singapore. With beauty retail increasingly competitive, Rosenblatt said Beautyspace's first step into brick-and-mortar needed to be a "unique concept."

He positions the store as a win-win for brands and consumers. "Brands that are looking for new customer acquisition continue to find this younger consumer who typically will say, 'I've always wanted to try some of these higher end brands, but the barrier, the price point to entry, is typically a little bit higher,'" Rosenblatt said. "So this is meeting both of them in the right place."

Buy, try, and apply

Little Luxuries operates on what the company calls a "buy, try, and apply" model. Shoppers who join its free loyalty program can apply the retail price of any mini purchased in-store to the equivalent full-size item on the Beautyspace website within 30 days, using a code on their receipt. The offer covers roughly 90% of in-store brands. The Beautyspace website, which launched in December, sells mini and full-sized products from more than 90 brands.

The store features two to four SKUs per brand, with one exception: an eight-SKU block from hair care brand Oribe. The assortment includes Anastasia Beverly Hills, Osea, Touchland, and a selection of "niche" fragrance brands like Floral Street. Little Luxuries also carries an exclusive product: an extra-small hairbrush from luxury hair tool brand La Bonne Brosse, whose large hairbrushes sell for $198.

Because the assortment highlights each brand's best-selling SKUs, the store won't feature many testers. Instead, Little Luxuries plans to lean into in-store events and offers a claw machine full of deluxe samples so customers can trial products.

Mini beauty packaging can be difficult to recycle, so Beautyspace partnered with TerraCycle, a company that handles hard-to-recycle materials. Customers can bring in empty mini product packaging for recycling, whether it was purchased at Little Luxuries or not.

Beautyspace is already planning further expansion. Rosenblatt said the company has begun identifying additional New York City locations for 2027, with a long-term goal of opening 30–50 stores across markets.