Two weeks ago, Loewe Perfumes opened a large-scale holiday pop-up at New York’s Rockefeller Center. Running until January 31, the green garden-themed temporary space is the brand’s first US storefront, a stone’s throw from top tourist attraction, the Rockerfeller Christmas tree. This follows a slew of major beauty activations and events in the US over recent months, from Valentino Beauty’s star-studded Studio 54 party during New York Fashion Week, to fragrance launches from scores of brands including Prada, Miu Miu and Christian Louboutin.

As Chinese consumer spending and travel retail revenue remained soft in 2025 , major beauty labels have refocused their energy on the US consumer this year. In its 2025 half-year earnings this summer, L’Oréal CEO Nicolas Hieronimus publicly signaled

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