Since 2017, the beauty and cosmetics retailer Bluemercury has been trying to get into the Hoboken retail scene. Finally, plans have been announced for the shop’s arrival at 230 Washington Street, in the old Hoboken Bar & Grill space.
Hoboken Girl reported on this news back in 2019, but there were no updates till just this week — when Jersey Digs reported that the beauty emporium was making its way to the Mile Square.
Behind the Brand
Bluemercury sells skincare, makeup, and hair care products in luxurious but approachable settings. The brand was founded in 1999 by Marla Malcolm Beck and her husband Barry Beck in Washington, DC.
The store now has 191 locations worldwide, and some locations have in-store spas. In 2015, the brand was purchased by Macy’s, Inc., while the Becks stayed on as CEO (Marla) and COO (Barry). The acquisition created an opportunity for Bluemercury to operate as a ‘shop-in-a-shop’ within Macy’s stores nationwide. Bluemercury was also early to the online retailer transition, and during the pandemic has been able to continually serve its customers by offering virtual consultations with beauty experts and curbside pickups for online purchases.
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While many brands you know and love (Bumble & Bumble; Oribe; Bobbi Brown; Jo Malone; Kiehl’s, etc) are sold in the store, Bluemercury’s proprietary line, M-61, is a customer favorite. Bluemercury also works with up-and-coming brands to launch new products. Several recently added brands have a focus on clean beauty, such as lilah b., Beneath Your Mask, and Abel Odor.
The new Bluemercury space will be over 5,400 square feet spread out over two floors, taking up a large portion of Hoboken Bar & Grill. This suggests something more than simply retail – it could be a spa, an enhanced product demonstration space, or something else. Nastasi Architects, a Hoboken-based firm, has been handling the design work. We’re awaiting comment on confirmation of the space’s interior aspects.
If this all sounds familiar-yet-confusing, Bluemercury originally tried to open up shop in Hoboken in 2017, at 313 Washington Street. The deal fell apart and that space is now a Lululemon store, which opened in 2019. It’s also worth mentioning that the store will be eerily close to another beauty chain competitor, Sephora, which set up shop in Hoboken back in 2018 at 319 Washington Street.
At an August 30th meeting of the Hoboken Historical Preservation Committee, the plans were discussed, marking one step closer to the store’s opening. To stay up to speed with the store opening, follow Bluemercury on Instagram here.