It’s been a long time coming and with its latest arrivals, we can firmly say that the Upper East Side (UES)  of NYC is a beauty destination.Jones Road Beauty has been prepping the neighborhood with a boutique store that was formally a clothes shop.  On the corner of East 81st and Madison Avenue, this thriving neighborhood one block from Fifth Avenue and the Met Museum has a new kid on the block.  Beauty insiders are also closely watching Violet Grey’s much-anticipated New York debut, confirmed to open on Madison Avenue at East 78th Street. Strategically positioned among some of the city’s most prestigious hotels and heritage fashion houses, the location signals a clear bet on neighborhood luxury retail and the enduring power of destination storefronts to drive brand equity and influence.Once synonymous with old-school, old-money, generational wealth, the Upper East Side is home to NY’s finest restaurants, iconic hotels, art galleries, and high-end boutiques with Pretty Woman shop assistant vibes.Things have evolved … The Upper East Side has quietly been gaining the attraction of the beauty industry. Beauty brands and retailers are looking beyond the hustle and bustle of pop-ups in SoHo and turning to the UES as they look to build local communities around freestanding stores. Now this neighborhood rivals the trendiest neighborhoods as a beauty-forward destination for those in-the-know. Tom Shea, founder of Adgile, has seen the request from brands in recent months focus on areas where their traveling billboards can have more impact in less congested neighborhoods.