CoverGirl Is Opening Its First Store Ever—In Times Square!

As part of CoverGirl’s new era (featuring a killer cast of spokespeople, a new slogan and more), the brand just announced its plans to open its very first brick and mortar store.

Their newest venture will be located in Times Square in New York City. The brand’s current slogan, “I am what I make up” was the first step in the brand’s efforts to represent, include, and embrace everyone, regardless of race, gender, or sexuality. Recent campaigns have included Issa Rae, Massy Arias, and Ayesha Curry, creating a more varied and diverse CoverGirl family.

Photography via

Ukonwa Ojo, SVP of Covergirl, stated, “It is our mission to show up for people wherever they are on their beauty journey, and offer them innovation and experiences that inspire them to become whatever version of themselves they want to be in the moment. At Covergirl, we believe that makeup is a powerful tool for creativity and self expression. Opening a concept store will help bring this brand purpose to life in an immersive, elevated, and multidimensional way.”

Additionally, the store will have a beauty play room, full service makeup application, on-the-go services, digital experiences and an innovative design aesthetic.

Here’s hoping the success of the NYC location will lead to a CoverGirl store opening in Canada as well.