Little Luxuries, a beauty shop made for miniatures

Little Luxuries is a beauty shop devoted to small things: premium miniatures from more than 200 brands, perfect for trying something new, travelling or popping in a bag. It's BEAUTYSPACE's first physical store, a 765-square-foot room on the north side of Union Square.

The designer, Greg Keffer of Keffer Studio, knows the neighbourhood well. In more than 30 years of hospitality and retail work, including at Rockwell Group, he worked on Union Square Café, Daily Provisions and the W New York Union Square. He brought a hospitality mindset here too, aiming to make people want to step in and explore.

The palette is Neapolitan: soft pink, cream and warm brown, set against the original hexagonal floor tiles. A pink velvet curtain runs floor to ceiling, a camel rug anchors the room, and mirrored chrome islands show off the tiny products. Fragrance, skin and hair each have their own zone, marked with lettering set into the joinery. The glass pendants were blown by hand with Brooklyn's HB Lighting, and every fixture was custom made. Our favourite detail is in the windows: giant magnifying glasses that enlarge the miniatures for passers-by.

If you're a BEAUTYSPACE loyalty member, you can put the value of an in-store mini towards the full size online.

Our summary of a story from We Heart, published 24 September 2026. Read the original