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Last updated: July 14, 2021

New Brick-And-Mortar Allure Store Will Feature These Two Pro Products

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SexyHair & STMNT Will Be On Shelves In Allure Store

Have you heard about the new, brick-and-mortar Allure store? The beauty mag is opening an IRL retail location in NYC featuring 150+ beauty brands—and some Henkel Professional beauty products will be on the shelves!


The Allure store is packed with augmented reality virtual try-ons, scannable codes to get more product info and “smart mirrors.” The store is curated to carry products that Allure editors deem worthy of its “Best of Beauty” Awards, or super innovative products that the public needs to know about!


Image via SexyHair. Each product has scannable codes to allow shoppers to add the products to their virtual cart or get more info and education.


That’s why SexyHair Spray & Play Volumizing Hairspray and STMNT All-In-One Cleanser will be on the shelves, said Caleb Foltermann, General Manager of SexyHair / Henkel Professional.


“Spray & Play has won more Allure awards than any other product in the category,” Caleb said. “It’s such an iconic product, and everyone knows it. We wanted to take this No. 1 product and put it somewhere new, and see the customer response.”


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While Spray & Play is well-known in the industry, the store will also feature new Henkel brand STMNT, launched in September 2020 with a focus on high-performing, gender-free grooming goods. STMNT was created by barbering innovators Sofie Pok (@staygold31), Julius Arriola (@juliuscaesar) and Miguel Gutierrez (@nomadbarber).


Yes, STMNT launched during the pandemic—but that timing hasn’t hampered its success, Caleb said. “We’re very surprised at the customer response. We’re seeing positive growth and exceeding expectations,” he said.


As a new launch and innovative brand, the STMNT All-In-One Cleanser was a natural fit for the Allure store. “It’s really an exciting new product, not just to get clean, but also with a great smell that we want people to try,” Caleb said.


stmnt all in one cleanser


Because the Allure store is seen as an experiential beauty product “playground” versus a true sales outlet, Caleb said he believes these two products being on shelves will help new customers discover SexyHair and STMNT products—and eventually head to their salon to purchase.


“We see new customer growth on Spray & Play every day at Ulta and other retail outlets, so we know it’s a big market,” Caleb said.

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