Winky Lux to Open Insta-Friendly Experience Stores

Millennial makeup brand Winky Lux is gearing up for its next whimsical experience. The brand, which houses items in floral packaging and makes products like Disco Gloss ($14), is readying to open a series of stores that take the experiential aspect of Instagram-friendly adventures like 29Rooms, Dream Machine or the Museum of Ice Cream into retail. “It’s hard to get people to come to retail,” said Natalie Mackey, chief executive officer of Winky Lux. “People want to come…for the experiences.” Winky Lux Matcha Balm  Matt_Coch The first Winky Lux Experience Store will open Aug. 8 in New York at West Broadway and Prince, and stay open for six months. Tickets, $10, go on sale today on the brand’s web site. Winky Lux is planning for between five and 10 people to go through the space at a time to avoid overcrowding, and buying a ticket reserves one’s place in line, Mackey noted. The $10 can be redeemed in the retail component of the store for products. That retail section is open to all — tickets or no tickets — for shopping. The site will feature seven rooms that combine products with experience. One, for example, pairs Winky Lux’s Matcha Balm with a Matcha Zen Garden. Other

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