MyGlamm splashes out by launching India’s largest experiential beauty store in Mumbai, at a time when brands are cutting back on physical retail. The boutique creates a flagship experience where co-creation and the digital community intersect, with cutting-edge innovations such as a secret lab, beauty creator booths, an experience room, a stage for workshops, and lounge areas with try-on apps.

MyGlamm's various 'glam' zones

MyGlamm, India’s fastest growing direct-to-consumer beauty brand, that makes 100 percent cruelty-free makeup products with skin-friendly ingredients, recently launched a 3000 sq ft flagship store in Mumbai, designed and brought to life by School House, a leading beauty creative agency in New York City. The MyGlamm beauty experiential store blurs the lines between the physical and digital retail by offering consumers spaces for private, autonomous physical experiences with publicly shareable community and co-creation digital experiences. The MyGlamm store is designed to empower the next generation of beauty creators, makeup artists, and tastemakers to celebrate personal expression and communal creativity.

MyGlamm custom light setting

In a time when brands are cutting back on physical retail, MyGlamm is launching India’s largest beauty destination, opening at six times the average size of other beauty stores in India, and located in Mumbai’s Juhu neighborhood, home to India’s notable Bollywood stars. The space is designed as a contrarian view and redefinition of physical retail in a post-Covid world, bringing several first of its kind elements that are socially distant, privately experiential & digitally communal, redefining new world policies and physical retail. The store features many exciting spaces:

• MyGlammXO Secret Lab: In line with MyGlamm’s co-creation philosophy, the store features a secret lab for MyGlammXO Insiders (members of MyGlamm’s loyalty programme). It is fitted out with a future innovation feedback wall where consumers can test digitally crowd-sourced formulations physically and then relay their feedback back into the digital space to further product co-creation.

MyGlamm beauty creator booths

• MyGlammXO Beauty Creator Booths - The entire store is designed, keeping in mind our consumer’s love for creating content. MyGlamm has created private content creation booths equipped with the latest technology, including adjustable light settings. The beautifully crafted space empowers MyGlammXO Beauty Creators (MyGlamm’s influencer community) and guests to go live, share looks with their friends and audiences thus enabling the growth of their social footprint while practicing social distancing.

• The Glamm Zone: Artists and creators can experience one-on-one consultations with MyGlamm beauty experts and technicians. The Glamm Zone is a visual experience room where consumers can test their looks in a variety of light settings within a highly shareable context.

• The Glamm Stage: Equipped with public broadcast capabilities, the Glamm Stage will host product education and artistry workshops in store with thousands of MyGlammXO Insiders and Beauty Creators digitally across India. These workshops will be conducted in partnership with Bollywood's most prominent makeup artists.

• The Glamm Lounge: Dotted throughout the store are lounge areas, welcoming consumers to come and spend time at the store. Self-guided beauty tutorial stands, complete with virtual try-on Apps, are available for creating curated seasonal looks and discovering recommended products virtually, for the safety of consumers.

The new MyGlamm flagship in Juhu, Mumbai is 3,000 sq ft

“We recognize that the answer to physical retail in a post-Covid world is not to scale down, but in fact, to scale up to create a true experience for the consumer,” says Darpan Sanghvi, Founder and CEO, MyGlamm. “We have created an experience that brings together co-creation and shared artistry between brand and consumer to disrupt the conventional trial-first concepts for beauty with a flagship that redefines beauty retail's role for physically socially distant yet digitally socially communal consumers. If our consumer has decided to step out of the house, we endeavor to make it worth her while.”

MyGlamm boutique's interiors have been designed by New York-based School House

"The MyGlamm retail proposition is a connection of curation, creation, sharing experiences and digitally communal spaces designed with beauty and you in mind," says Christopher Skinner, Founder and Principal of School House.

The MyGlamm team has put in place an extensive safety protocol which is critical for opening a store in these times.

• The store adheres to the policy of social distancing, allowing only six consumers at a time. Given the large size of the store, this would give each consumer 500 sq ft of private space to shop

• Temperature checks for consumers are undertaken before entering the store. Their entry is time-stamped and logged in to assist in track and trace if needed.

• A concierge-style check into the store is in place, where consumers get a MyGlamm WIPEOUT sanitization kit which allows them to personally sanitize every product at their convenience. This gives consumers an additional layer of sanitization for every product they touch and interact with. MyGlamm masks are provided for use.

• The store is thoroughly sanitized every day, with high-traffic areas undergoing more frequent sanitization throughout the day.

• All products, testers, carry bags and counters will be sanitized before the store opening every day. Regular sanitization will be carried out of products after each use.

• Additionally, a virtual try feature is available at the store for contactless trial of the products.

• Contactless payment methods will be practiced and encouraged.

• The staff is equipped with protection gear. They too undergo regular temperature checks.

• MyGlammXO Insiders (MyGlamm loyalty programme members) can also block the entire store for private shopping sessions.