{"id":3062,"date":"2026-09-18T14:30:53","date_gmt":"2026-09-18T14:30:53","guid":{"rendered":"https:\/\/dev95.site\/outside-in-and-nature-of-things-rethink-beauty-retail-in-nyc\/"},"modified":"2026-09-18T14:30:53","modified_gmt":"2026-09-18T14:30:53","slug":"outside-in-and-nature-of-things-rethink-beauty-retail-in-nyc","status":"publish","type":"post","link":"https:\/\/dev95.site\/ar\/outside-in-and-nature-of-things-rethink-beauty-retail-in-nyc\/","title":{"rendered":"Outside In and Nature of Things Rethink Beauty Retail in NYC"},"content":{"rendered":"<div id=\"dev95-3516600165\" class=\"dev95-- dev95-entity-placement\"><script async=\"async\" data-cfasync=\"false\" src=\"https:\/\/pl27862732.profitableratecpmnetwork.com\/2ad7a50e0bbc23ac6801d7b77c501463\/invoke.js\"><\/script>\r\n<div id=\"container-2ad7a50e0bbc23ac6801d7b77c501463\"><\/div><\/div><div>\n<p><a href=\"https:\/\/design-milk.com\/outside-in-nature-of-things-soho-fog-architecture\/ch_outside_in_nyc_store_fragrancegallery\/\" data-wpel-link=\"internal\"><img data-recalc-dims=\"1\" height=\"864\" width=\"1280\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_FragranceGallery-1500x1013.jpeg?resize=1280%2C864&#038;ssl=1\" alt=\"Outside In and Nature of Things Rethink Beauty Retail in NYC\"><\/a><\/p>\n<p>\t\t\t\t\t\t\t\t\t<!-- show featured not foound --><\/p>\n<p>Beauty retail increasingly asks stores to do more than simply display products. At a new SoHo concept from <a href=\"https:\/\/theoutsidein.com\/\" data-wpel-link=\"external\" target=\"_blank\" rel=\"external noopener noreferrer\">Outside In<\/a> and <a href=\"https:\/\/natureofthings.com\/\" data-wpel-link=\"external\" target=\"_blank\" rel=\"external noopener noreferrer\">Nature of Things<\/a>, shopping is only one part of the program: Makeup and skincare share an address with fragrance, coffee, and a hidden garden, all connected by an architecture designed around light and sensory experience.<\/p>\n<div id=\"attachment_608861\" class=\"wp-caption alignnone\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-608861\" src=\"https:\/\/i0.wp.com\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Exterior-800x550.jpeg?resize=800%2C550&#038;ssl=1\" alt=\"Street view of the Outside In storefront with white trim, large windows, a central door, a white bench, and potted plants\u2014nestled under a brick building with a fire escape above\u2014capturing the inviting charm of Nature of Things SoHo.\" width=\"800\" height=\"550\" srcset=\"https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Exterior-800x550.jpeg 800w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Exterior-1500x1031.jpeg 1500w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Exterior-768x528.jpeg 768w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Exterior-1536x1056.jpeg 1536w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Exterior.jpeg 2048w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/p>\n<p class=\"wp-caption-text\">Photography by Outside In and Nature of Things<\/p><div id=\"dev95-3377288858\" class=\"dev95- dev95-entity-placement\"><center>\r\n<script>\r\n  atOptions = {\r\n    'key' : '4ba6b6513c00e0ba76511f798ae56401',\r\n    'format' : 'iframe',\r\n    'height' : 50,\r\n    'width' : 320,\r\n    'params' : {}\r\n  };\r\n<\/script>\r\n<script src=\"https:\/\/www.highrevenueformat.com\/4ba6b6513c00e0ba76511f798ae56401\/invoke.js\"><\/script>\r\n\t<\/center><\/div>\n<\/div>\n<p>Opening at 31 Crosby Street, the project brings together dedicated flagships for the two brands, along with a fragrance gallery and an Outside In Caf\u00e9. The concept comes from Carisa Janes, founder of <a href=\"https:\/\/www.hourglasscosmetics.com\/\" data-wpel-link=\"external\" target=\"_blank\" rel=\"external noopener noreferrer\">Hourglass Cosmetics<\/a> and Outside In and owner and brand architect of Nature of Things. For the interiors, Janes collaborated with Shanghai-based <a href=\"https:\/\/www.instagram.com\/fogarchitecture\/\" data-wpel-link=\"external\" target=\"_blank\" rel=\"external noopener noreferrer\">F.O.G. Architecture<\/a> on the studio\u2019s first project in the United States.<\/p>\n<p>\u201cThis was a rare opportunity to design beyond the visual, to think about how a space can engage people on multiple levels at once,\u201d says Leilei Wu, Partner in Charge at F.O.G. Architecture. \u201cEach space is designed to unfold gradually, encouraging movement and engagement.\u201d<\/p>\n<div id=\"attachment_608862\" class=\"wp-caption alignnone\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-608862\" src=\"https:\/\/i0.wp.com\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_NOTWide-800x1000.jpeg?resize=800%2C1000&#038;ssl=1\" alt=\"Curved sand-colored walls with shelves holding bottles, a side table with a vase, and softly lit shelves at the end evoke the Outside In philosophy of Nature of Things SoHo, creating a calm, minimalist hallway that seamlessly brings natural tranquility indoors.\" width=\"800\" height=\"1000\" srcset=\"https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_NOTWide-800x1000.jpeg 800w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_NOTWide-1500x1875.jpeg 1500w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_NOTWide-768x960.jpeg 768w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_NOTWide-1229x1536.jpeg 1229w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_NOTWide.jpeg 1638w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/p>\n<p class=\"wp-caption-text\">Photography by Outside In and Nature of Things<\/p>\n<\/div>\n<p>That approach is perhaps most literal inside the Nature of Things flagship. The plant-based bath, body, hair, and hand-care brand is surrounded by organic materials and tactile surfaces, including curved walls made from individually installed pieces of loofah. At the entrance, a monolithic stone basin turns product discovery into a physical interaction.<\/p>\n<div id=\"attachment_608863\" class=\"wp-caption alignnone\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-608863\" src=\"https:\/\/i0.wp.com\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIClose-800x1000.jpeg?resize=800%2C1000&#038;ssl=1\" alt=\"A row of small bottles is lined up on a stone counter beneath the engraved words \u201cOUTSIDE\u2014IN\u201d with green branches in the top left corner, evoking the natural elegance found at Nature of Things SoHo.\" width=\"800\" height=\"1000\" srcset=\"https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIClose-800x1000.jpeg 800w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIClose-1500x1875.jpeg 1500w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIClose-768x960.jpeg 768w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIClose-1229x1536.jpeg 1229w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIClose.jpeg 1638w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/p>\n<p class=\"wp-caption-text\">Photography by Outside In and Nature of Things<\/p>\n<\/div>\n<p>Light becomes the primary material next door at Outside In. A sweeping coved ceiling culminates in a circular oculus overhead, while frosted glass and stone diffuse illumination throughout the space. Curved custom vanities integrate their own lighting for makeup consultations and shade matching, and dimmable exterior glass can provide additional privacy when needed. Synchronized wall and ceiling lighting in the fragrance gallery shifts in color and intensity, transforming the atmosphere around a custom scent wall.<\/p>\n<div id=\"attachment_608864\" class=\"wp-caption alignnone\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-608864\" src=\"https:\/\/i0.wp.com\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Cafe-800x497.jpeg?resize=800%2C497&#038;ssl=1\" alt=\"Modern minimalist kitchen with a large central island, coffee machines, pastries in a glass case, and vases with flowers. Inspired by the Outside In concept and the refined aesthetic of Nature of Things SoHo, large windows provide natural light and seamless views of greenery outside.\" width=\"800\" height=\"497\" srcset=\"https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Cafe-800x497.jpeg 800w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Cafe-1500x932.jpeg 1500w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Cafe-768x477.jpeg 768w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Cafe-1536x954.jpeg 1536w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_Cafe.jpeg 2048w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/p>\n<p class=\"wp-caption-text\">Photography by Outside In and Nature of Things<\/p>\n<\/div>\n<p>The project also pushes beyond conventional beauty retail altogether. The Outside In Caf\u00e9 serves pastries, coffee, and specialty drinks using custom-designed ceramics; the small eatery opens onto a hidden garden tucked within the Soho site. Together, the cafe and garden give visitors a reason to linger without requiring a beauty purchase\u2014a notable shift from the transactional logic of retail.<\/p>\n<div id=\"attachment_608865\" class=\"wp-caption alignnone\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-608865\" src=\"https:\/\/i0.wp.com\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIWide-800x543.jpeg?resize=800%2C543&#038;ssl=1\" alt=\"Minimalist interior with curved counters, light wood finish, backlit mirrors, and neutral chairs; plants and bottles decorate the right wall, embodying an Outside In aesthetic reminiscent of Nature of Things SoHo.\" width=\"800\" height=\"543\" srcset=\"https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIWide-800x543.jpeg 800w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIWide-1500x1017.jpeg 1500w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIWide-768x521.jpeg 768w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIWide-1536x1042.jpeg 1536w, https:\/\/design-milk.com\/images\/2026\/09\/CH_Outside_In_NYC_Store_OIWide.jpeg 2048w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/p>\n<p class=\"wp-caption-text\">Photography by Outside In and Nature of Things<\/p>\n<\/div>\n<p>That combination of shopping, hospitality, and gathering is intended to continue through programming as well. Artist residencies, product launches, private appointments, gatherings, and cultural events are planned for the space. In a neighborhood already crowded with retail flagships, Outside In and Nature of Things make their case not by displaying more product, but by expanding what can happen around it.<\/p>\n<p style=\"font-size: 14px; line-height: 1.6; color: #666; border-top: 1px solid #e5e5e5; padding-top: 16px; margin-top: 24px;\"><span style=\"font-weight: 500;\">Editorial Transparency:<\/span> This article was developed with the assistance of AI tools, which may have been used for research, outlining, editing, or copy refinement. Reporting, fact-checking, and editorial decisions were made by the Design Milk editorial team.<\/p>\n<\/div>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_3062\" class=\"pvc_stats total_only\" data-element-id=\"3062\" style=\"\"><i class=\"pvc-stats-icon medium\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.0\" viewbox=\"0 0 502 315\" preserveaspectratio=\"xMidYMid meet\"><g transform=\"translate(0,332) scale(0.1,-0.1)\" fill=\"\" stroke=\"none\"><path d=\"M2394 3279 l-29 -30 -3 -207 c-2 -182 0 -211 15 -242 39 -76 157 -76 196 0 15 31 17 60 15 243 l-3 209 -33 29 c-26 23 -41 29 -80 29 -41 0 -53 -5 -78 -31z\"\/><path d=\"M3085 3251 c-45 -19 -58 -50 -96 -229 -47 -217 -49 -260 -13 -295 52 -53 146 -42 177 20 16 31 87 366 87 410 0 70 -86 122 -155 94z\"\/><path d=\"M1751 3234 c-13 -9 -29 -31 -37 -50 -12 -29 -10 -49 21 -204 19 -94 39 -189 45 -210 14 -50 54 -80 110 -80 34 0 48 6 76 34 21 21 34 44 34 59 0 14 -18 113 -40 219 -37 178 -43 195 -70 221 -36 32 -101 37 -139 11z\"\/><path d=\"M1163 3073 c-36 -7 -73 -59 -73 -102 0 -56 133 -378 171 -413 34 -32 83 -37 129 -13 70 36 67 87 -16 290 -86 209 -89 214 -129 231 -35 14 -42 15 -82 7z\"\/><path d=\"M3689 3066 c-15 -9 -33 -30 -42 -48 -48 -103 -147 -355 -147 -375 0 -98 131 -148 192 -74 13 15 57 108 97 206 80 196 84 226 37 273 -30 30 -99 39 -137 18z\"\/><path d=\"M583 2784 c-38 -19 -67 -74 -58 -113 9 -42 211 -354 242 -373 16 -10 45 -18 66 -18 51 0 107 52 107 100 0 39 -1 41 -124 234 -80 126 -108 162 -133 173 -41 17 -61 16 -100 -3z\"\/><path d=\"M4250 2784 c-14 -9 -74 -91 -133 -183 -95 -150 -107 -173 -107 -213 0 -55 33 -94 87 -104 67 -13 90 8 211 198 130 202 137 225 78 284 -27 27 -42 34 -72 34 -22 0 -50 -8 -64 -16z\"\/><path d=\"M2275 2693 c-553 -48 -1095 -270 -1585 -649 -135 -104 -459 -423 -483 -476 -23 -49 -22 -139 2 -186 73 -142 361 -457 571 -626 285 -228 642 -407 990 -497 242 -63 336 -73 660 -74 310 0 370 5 595 52 535 111 1045 392 1455 803 122 121 250 273 275 326 19 41 19 137 0 174 -41 79 -309 363 -465 492 -447 370 -946 591 -1479 653 -113 14 -422 18 -536 8z m395 -428 c171 -34 330 -124 456 -258 112 -119 167 -219 211 -378 27 -96 24 -300 -5 -401 -72 -255 -236 -447 -474 -557 -132 -62 -201 -76 -368 -76 -167 0 -236 14 -368 76 -213 98 -373 271 -451 485 -162 444 86 934 547 1084 153 49 292 57 452 25z m909 -232 c222 -123 408 -262 593 -441 76 -74 138 -139 138 -144 0 -16 -233 -242 -330 -319 -155 -123 -309 -223 -461 -299 l-81 -41 32 46 c18 26 49 83 70 128 143 306 141 649 -6 957 -25 52 -61 116 -79 142 l-34 47 45 -20 c26 -10 76 -36 113 -56z m-2057 25 c-40 -58 -105 -190 -130 -263 -110 -324 -59 -707 132 -981 25 -35 42 -64 37 -64 -19 0 -241 119 -326 174 -188 122 -406 314 -532 468 l-58 71 108 103 c185 178 428 349 672 473 66 33 121 60 123 61 2 0 -10 -19 -26 -42z\"\/><path d=\"M2375 1950 c-198 -44 -350 -190 -395 -379 -18 -76 -8 -221 19 -290 114 -284 457 -406 731 -260 98 52 188 154 231 260 27 69 37 214 19 290 -38 163 -166 304 -326 360 -67 23 -215 33 -279 19z\"\/><\/g><\/svg><\/i> <img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/i0.wp.com\/dev95.site\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif?resize=16%2C16&#038;ssl=1\" border=\"0\" \/><\/p>\n<div class=\"pvc_clear\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Beauty retail increasingly asks stores to do more than simply display products. At a new SoHo concept from Outside In and Nature of Things, shopping is only one part of the program: Makeup and skincare share an address with fragrance,<\/p>\n<div class=\"hosteria-entry-more\"><a href=\"https:\/\/dev95.site\/ar\/outside-in-and-nature-of-things-rethink-beauty-retail-in-nyc\/\" class=\"no-underline font-light  group-hover:text-primary-800 dark:group-hover:text-primary-300 py-1\">Read more &gt;&gt;&gt;<\/a><\/div>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_3062\" class=\"pvc_stats total_only\" data-element-id=\"3062\" style=\"\"><i class=\"pvc-stats-icon medium\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.0\" viewbox=\"0 0 502 315\" preserveaspectratio=\"xMidYMid meet\"><g transform=\"translate(0,332) scale(0.1,-0.1)\" fill=\"\" stroke=\"none\"><path d=\"M2394 3279 l-29 -30 -3 -207 c-2 -182 0 -211 15 -242 39 -76 157 -76 196 0 15 31 17 60 15 243 l-3 209 -33 29 c-26 23 -41 29 -80 29 -41 0 -53 -5 -78 -31z\"\/><path d=\"M3085 3251 c-45 -19 -58 -50 -96 -229 -47 -217 -49 -260 -13 -295 52 -53 146 -42 177 20 16 31 87 366 87 410 0 70 -86 122 -155 94z\"\/><path d=\"M1751 3234 c-13 -9 -29 -31 -37 -50 -12 -29 -10 -49 21 -204 19 -94 39 -189 45 -210 14 -50 54 -80 110 -80 34 0 48 6 76 34 21 21 34 44 34 59 0 14 -18 113 -40 219 -37 178 -43 195 -70 221 -36 32 -101 37 -139 11z\"\/><path d=\"M1163 3073 c-36 -7 -73 -59 -73 -102 0 -56 133 -378 171 -413 34 -32 83 -37 129 -13 70 36 67 87 -16 290 -86 209 -89 214 -129 231 -35 14 -42 15 -82 7z\"\/><path d=\"M3689 3066 c-15 -9 -33 -30 -42 -48 -48 -103 -147 -355 -147 -375 0 -98 131 -148 192 -74 13 15 57 108 97 206 80 196 84 226 37 273 -30 30 -99 39 -137 18z\"\/><path d=\"M583 2784 c-38 -19 -67 -74 -58 -113 9 -42 211 -354 242 -373 16 -10 45 -18 66 -18 51 0 107 52 107 100 0 39 -1 41 -124 234 -80 126 -108 162 -133 173 -41 17 -61 16 -100 -3z\"\/><path d=\"M4250 2784 c-14 -9 -74 -91 -133 -183 -95 -150 -107 -173 -107 -213 0 -55 33 -94 87 -104 67 -13 90 8 211 198 130 202 137 225 78 284 -27 27 -42 34 -72 34 -22 0 -50 -8 -64 -16z\"\/><path d=\"M2275 2693 c-553 -48 -1095 -270 -1585 -649 -135 -104 -459 -423 -483 -476 -23 -49 -22 -139 2 -186 73 -142 361 -457 571 -626 285 -228 642 -407 990 -497 242 -63 336 -73 660 -74 310 0 370 5 595 52 535 111 1045 392 1455 803 122 121 250 273 275 326 19 41 19 137 0 174 -41 79 -309 363 -465 492 -447 370 -946 591 -1479 653 -113 14 -422 18 -536 8z m395 -428 c171 -34 330 -124 456 -258 112 -119 167 -219 211 -378 27 -96 24 -300 -5 -401 -72 -255 -236 -447 -474 -557 -132 -62 -201 -76 -368 -76 -167 0 -236 14 -368 76 -213 98 -373 271 -451 485 -162 444 86 934 547 1084 153 49 292 57 452 25z m909 -232 c222 -123 408 -262 593 -441 76 -74 138 -139 138 -144 0 -16 -233 -242 -330 -319 -155 -123 -309 -223 -461 -299 l-81 -41 32 46 c18 26 49 83 70 128 143 306 141 649 -6 957 -25 52 -61 116 -79 142 l-34 47 45 -20 c26 -10 76 -36 113 -56z m-2057 25 c-40 -58 -105 -190 -130 -263 -110 -324 -59 -707 132 -981 25 -35 42 -64 37 -64 -19 0 -241 119 -326 174 -188 122 -406 314 -532 468 l-58 71 108 103 c185 178 428 349 672 473 66 33 121 60 123 61 2 0 -10 -19 -26 -42z\"\/><path d=\"M2375 1950 c-198 -44 -350 -190 -395 -379 -18 -76 -8 -221 19 -290 114 -284 457 -406 731 -260 98 52 188 154 231 260 27 69 37 214 19 290 -38 163 -166 304 -326 360 -67 23 -215 33 -279 19z\"\/><\/g><\/svg><\/i> <img loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/dev95.site\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif\" border=\"0\" \/><\/p>\n<div 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