The department store is trying to capture a new audience with Glowhaus, a boutique full of Instagram-famous brands

Bloomingdale’s is taking its beauty department in the social media direction with the launch of Glowhaus, a boutique full of Instagram-famous makeup brands.

Instagram has become one of the biggest platforms for make-up tutorials—which used to be dominated by Youtube, until Instagram incorporated video—and offers easy access to sales through the business feature’s shoppable posts. Big names like Kylie Jenner have used Instagram and its full marketing potential to publicize beauty products, like the famous Kylie Lip Kits.

With the rise of makeup advertising, Instagram has seen a huge boost in brands that conduct much of their business on the social media. Other products like bathing suits and jewelry are also retailed exclusively on the network.

So, Bloomingdale’s decided to capture this millennial audience and bring them to its brick-and-mortar stores with Glowhaus, boasting Insta-brands like Winky Lux, RMS Beauty, Sigma Beauty, Frank Body, Rouge Bunny Rouge, Lash Star Beauty, Lime Crime, SUVA Beauty and Vamp Stamp.

Glowhaus stock will also be available online.

Bloomingdale’s Glowhaus

Bloomingdale’s is taking its beauty department in the social media direction with the launch of Glowhaus, a boutique full of Instagram-famous makeup brands.

Instagram has become one of the biggest platforms for make-up tutorials—which used to be dominated by Youtube, until Instagram incorporated video—and offers easy access to sales through the business feature’s shoppable posts. Big names like Kylie Jenner have used Instagram and its full marketing potential to publicize beauty products, like the famous Kylie Lip Kits.