Key Takeaways:
One of beauty’s most iconic retail destinations is entering a new era. Macy’s has completed the first phase of a sweeping renovation of the beauty floor at its Herald Square flagship, marking the most significant update to the space in more than a decade. When fully completed post-holiday season, the redesigned beauty department will span nearly 54,000 square feet, introduce more than 20 new brand shops, and embed service, technology, and hospitality at the core of the experience.
The renovation aligns with Macy’s Inc.’s “A Bold New Chapter” strategy brought in by Tony Spring, who became CEO of Macy’s Inc. in February 2024 and Chairman in April 2024. The strategy prioritizes reinvestment in top-performing stores with a more luxury-forward approach. The Herald Square update positions beauty as a key growth engine within that vision. Spring brings decades of leadership experience from Bloomingdale’s and Bluemercury, where he played a central role in shaping the company’s luxury, merchandising, and omnichannel strategy.
As Macy’s flagship and one of the most trafficked department stores globally, Herald Square has long served as both a retail landmark and a strategic testing ground for the company. The beauty renovation signals not only a refreshed floor, but a recalibration of Macy’s role in prestige beauty at a moment when experiential retail and service-led discovery are becoming critical differentiators.
Beauty now greets shoppers at the store's Broadway entrance, where Chanel and Dior flank the entryway, followed by luxury fashion houses including Valentino Beauty, YSL Beauté, Prada, Armani, and Hermès. The floor is organized around a luxury tri-axis of fragrance, cosmetics, and skincare, flowing into niche fragrance, prestige skincare, and trend-driven discovery zones.
Luxury skincare is another major focus, reflecting consumer appetite for high-efficacy, science-backed products. Brands such as Augustinus Bader, La Mer, La Prairie, Sisley Paris, and Shiseido sit alongside heritage brands such as Kiehl’s, while niche fragrance houses including Maison Francis Kurkdjian, Byredo, Parfums de Marly, and Kilian Paris expand choice beyond top sellers. In total, the store now houses more than 200 fragrances across 65 brands, with more planned for 2026.
Technology plays a central role in Macy’s reimagined Herald Square beauty floor, reinforcing the retailer’s push toward a more service-led, experiential model. Across the 54,000-square-foot space, digital tools are embedded directly into brand environments to enhance discovery, diagnosis, and personalization. Virtual try-on technology is available both through Macy’s own platforms and within individual brand boutiques, allowing customers to experiment with makeup shades and finishes before committing.
Skin analysis tools, including AI-powered mirrors and diagnostic devices from brands like Shiseido, Lancôme, Kiehl’s, and Augustinus Bader, offer tailored product recommendations based on real-time skin concerns, shifting the shopping experience into a consultation.
Beyond diagnosis, immersive technology is leveraged to elevate storytelling and emotional engagement. Parfums de Marly features a virtual reality headset that transports customers into a historical, sensory narrative tied to brand heritage. Fragrance houses are integrating augmented reality and personalization tools to deepen interaction.
These digital touchpoints are supported by hospitality-driven design, including seating areas, consultation bars, and relaxation rooms, ensuring technology complements human service instead of replacing it.
An open discovery zone and a dedicated event space will host masterclasses, pop-ups, and brand activations, reinforcing beauty as both a destination and a community hub. In a New York market where beauty sales are outpacing the national average, Macy’s is betting that elevated service, immersive brand storytelling, and discovery-led luxury will set it apart. Despite its global profile, Macy’s Herald Square serves a predominantly local audience, with roughly 70%-75% of shoppers coming from the surrounding community.
Service is central to the reimagined beauty floor, with five dedicated treatment rooms designed to support both brand-led experiences and Macy’s own service offering. Two branded spa rooms are set to open in January and will be used for immersive brand activations, with participating partners to be announced closer to launch. The remaining three rooms, arriving in phase two, will be Macy’s-branded treatment spaces that draw from a curated mix of skincare brands, allowing beauty advisors to tailor services to each client’s individual needs rather than a single label.
As the final phase of renovation approaches, the Herald Square beauty floor taps into experience and expertise and gives brands the space to express their full DNA in a way that today’s beauty consumers expect.
