Lisa Eldridge Beauty opens its first U.S. brick-and-mortar store today, a 785-square-foot pop-up at 119 Spring Street in SoHo, New York. The store launches on May 31, 2026 — one day before the centenary of Marilyn Monroe’s birth — and runs through summer 2026. The opening doubles as the retail debut of the brand’s Marilyn Monroe centenary collection, developed in partnership with the Marilyn Monroe Estate.
The pop-up marks the first time the founder-owned British beauty brand has converted its U.S. digital demand — already more than 50% of its global customer base — into a physical retail moment. The Lisa Eldridge New York store 2026 launch is timed to capitalise on Monroe’s June 1 birthday and the brand’s accelerating U.S. growth trajectory.
What Opened: Location, Design and Services
The Lisa Eldridge SoHo pop-up occupies 119 Spring Street, a 785-square-foot ground-floor space in one of Manhattan’s most-trafficked retail corridors. The interior, designed in collaboration with set designer Jack Flanagan, draws on 1970s Biba-era references and uses the brand’s signature purple, green and brown palette.
A central circular bar anchors the floor plan. It functions simultaneously as a cocktail counter and a makeup demonstration station, with bartenders serving drinks while artists walk customers through product applications. Four professional makeup chairs line the perimeter for full-service appointments. Walk-ins are accepted, and bookings can be made in advance.
The store’s visual centrepiece is a replica of Marilyn Monroe’s 1957 desk-vanity, originally housed in her Hamptons windmill home and reconstructed from archival photographs.
“I wanted this to feel like a member’s club… it’s about feeling that this is a nice space.” — Lisa Eldridge, founder, Lisa Eldridge Beauty
The Marilyn Monroe Centenary Collection
Monroe was born June 1, 1926. The centenary collection launches at the SoHo store and on lisaeldridge.com as part of the opening. The range was developed in direct partnership with the Marilyn Monroe Estate and references Monroe’s off-duty East Coast personal style rather than her Hollywood-glamour public image.
Eldridge worked with pigment historians and analysed vintage product from Monroe’s personal makeup archive to recreate shades authentically. The work informs the Marilyn Monroe centenary collection hero products:
- Rouge Experience lipstick in “Norma Jeane”: a vibrant red-orange named for Monroe’s birth name.
- Rouge Experience lipstick in “Amagansett”: a bold carnation pink referencing Monroe’s Hamptons summers.
- Elevated Glow Balm Concentrate: a complexion product reverse-engineered from Monroe’s documented skincare routine.
The collection sits alongside related coverage of Marilyn Monroe’s gold brocade opera coat, which set an auction record at Bonhams earlier this year — evidence that Monroe’s commercial fashion legacy is firmly active in 2026.
Products and Pricing
Pricing across the launch assortment is positioned in the prestige-accessible tier:
- Pearlescent Glow Balm: $38, available in two shades. Now a permanent line addition following the pop-up launch.
- Marilyn Monroe Deluxe Makeup Collection: $27–$59 per item, available at the store and online at lisaeldridge.com.
- Face Paint: Eldridge’s makeup history book, retailing at $33 in-store.
Core bestsellers — including the brand’s refillable lipsticks and tinted complexion products — are stocked on the walls behind the central bar.
Why the U.S. Market — Why Now
The pop-up is a calculated conversion of existing demand. Lisa Eldridge Beauty was founded as a direct-to-consumer brand in January 2019, which means its U.S. customer share — currently more than 50% of total customers — is verifiable from first-party transactional data rather than estimated wholesale sell-through.
The timing aligns with a broader category shift. According to Business of Fashion, independent beauty brands grew over 22% in dollar sales last year, compared with roughly 6% growth at the major conglomerates. Indies now represent approximately $40 billion in annual global sales.
The Eldridge launch follows a wider 2026 pattern of heritage and indie beauty brands converting digital traction into U.S. retail. The Marc Jacobs Beauty relaunch at Sephora and signals from Estée Lauder’s Q3 fragrance surge point to renewed U.S. prestige-beauty appetite. Adjacent moves — including Demi Moore’s Lancôme partnership and Guerlain’s first influencer campaign — confirm the category is leaning hard into celebrity-led and creator-led U.S. activation.
Eldridge’s UK retail partners include Space NK, Selfridges and Liberty London. U.S. retail discussions are underway but not yet finalised. The SoHo space serves as a brand-controlled testbed before any permanent retail commitment.
About Lisa Eldridge Beauty
Lisa Eldridge MBE founded the brand in January 2019 after more than two decades as a celebrity makeup artist and creative director at Shiseido, Lancôme and Boots No7. Her YouTube channel, focused on makeup education and artistry, has surpassed four million subscribers. The brand remains 100% founder-owned, with approximately 52 employees across four continents.
“This brand comes from such a deep love of makeup — of makeup history, makeup artistry, cosmetic science.” — Lisa Eldridge, founder, Lisa Eldridge Beauty
Experiential retail of this kind is no longer fringe. The model mirrors the Harvey Nichols wellness and beauty expansion in London and reflects the kind of consumer demand the Lyst Index Q1 2026 brand rankings have flagged across founder-led labels. For a DTC-native house with 50%-plus U.S. demand and no permanent U.S. doors, a SoHo pop-up is the cleanest test of conversion — and a precise way to mark the Monroe centenary.
