DFS Group has opened a new beauty concept store at New York JFK International Airport Terminal 4. The “one-stop beauty destination” carries a range of niche, in-demand, skincare, hair care and makeup brands which are not available at the retailer’s main T4 beauty store.

The new shop is located in the Main Hall between the airport’s A and B concourses, and serves domestic passengers.

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Iconic and niche brands

Over 20 brands are featured, including three which are making their debut in US travel retail with DFS. These are Kylie Jenner’s namesake brand Kylie; head-to-toe skincare brand Drunk Elephant; and New York skincare brand Mario Badescu.

Other popular brands carried by the new beauty boutique include Anastasia Beauty, Benefit Cosmetics, Dior Backstage, Farmacy, IT Cosmetics, Malin+Goetz, Moroccanoil, NARS Cosmetics and MAC.

From now until 11 June, travellers can expect a range of in-store activations, brand demonstrations and promotional offers. During the peak hours of 4pm-8pm on Fridays, Saturdays and Sundays, a makeup artist will be present to provide inspiration and perform makeovers, while a resident DJ will play sets to keep shoppers entertained.