Byrdie partners with Nordstrom for a Beauty Lab in New York

Online beauty site Byrdie has partnered with American fashion retailer Nordstrom to open Byrdie Beauty Lab.

Located at 393 Broadway in New York City, Byrdie Beauty Lab will allow consumers access to more than 200 products curated by Byrdie editors and learn from leading hair stylists, skincare experts, and makeup artists.

Skincare technologies such as Trinity Facial Toning Device, GloPRO’s Microneedling Regeneration Tool, and Kiss Lip’s Plumping System will also be available.

Customers can purchase the products through iPads on-site or via Nordstrom.com.

Byrdie editorial director Faith Xu said: “The Byrdie Beauty Lab is the physical extension of our commitment to making beauty approachable, applicable, and aesthetically inspiring, all while being 100% shoppable.”

Nordstrom vice-president and divisional merchandise manager for beauty Debbi Hartley-Triesch added: “As customers are increasingly shopping with us online and in-store, we want to make the experience between the two as seamless as possible.”

In addition, consumers can interact with celebrity hairstylist Jen Atkin and attend a series of master classes on topics such as holiday beauty, pre-event skincare, non-braided hairstyles, and glossy makeup.

Other classes include makeup tecniques to enhance facial features and how to transition to a natural skincare routine.

Byrdie is owned by Clique, a global media, marketing, and consumer brands company.