‘Winky Lux’ Makeup Flagship Relocates North to Hell Square

Posted on: January 14th, 2020 at 5:09 am by

The Louis Vuitton stunt in Hell Square is history. Now, the corner store at Ludlow and Rivington Streets is continuing the trend of fashion at this address. From shoes to makeup.

Indeed, Winky Lux retail operations are jumping north from its current offices down by Grand Street. The new shop opened at 100 Rivington a couple weeks ago.

Winky Lux arrived on the Lower East Side two years ago, peddling its “cruelty free and high pigmented makeup.”

More on the four-year-old brand:

Winky Lux was founded in 2015 with a JOYFUL mission to bring beauty lovers together with happier healthier products that delight every sense. We believe that the spirit of beauty is rooted in play and that thoughtfully produced products can be tools for self care, creative expression and even a way to spark new friendships. Our goal is to redesign the beauty industry into something more delightful. For us that means more transparent supply chains, closer customer relationships and ethically sourced ingredients that still provide real results.

As reported, this 6,000 square-foot space at 100 Rivington flirted with high society last July with a Louis Vuitton pop-up. That Virgil Abloh event had the whole corner painted green for a week. Before that, 100 Rivington was occupied by Tani shoes for five years, and Steve Madden for the six years prior.

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