Inside Dior Beauty’s New Golden Oasis

Greene Street in Soho is home to a cluster of luxury stores, and it just got a glorious new resident — a Dior Beauty boutique, the first of its kind in North America. This is a big deal for the French house. Approaching the store, I was greeted by fragrances beaming on miniature sun-shaped stands. As soon as I entered, a sparkling golden centerpiece towered over me, surrounded by perfumes and makeup products.

The boutique is described as a concept store, so the interior design will be swapped out a few times a year. Right now, it’s golden partly because of the holiday spirit but mostly because it’s inspired by the excessively breathtaking, shining interior of Versailles Palace. In this place, Rihanna’s recent J’adore Dior campaign was filmed.

The boutique has exclusive offerings, including a $4,400 Advent calendar, which is probably one of the most expensive Advent calendars you’ll come across. However, it’s not just filled with mini-fragrances that you only get ten uses out of. Instead, it includes full-size premium beauty products and even a Dior scarf. There’s also a $900 music box that includes a bottle of J’Adore fragrance. Other boutique offerings that aren’t exclusive to the Soho location include the TikTok viral Rouge Dior Forever Liquid lipsticks, fragrances, and home products like bath and body-care shower gels, body milks, and candles.

The boutique is open now, directly next to the Dior store on Greene Street. Stop by to get lost in the La Collection Privée fragrances, browse its collection of intensely potent luxury perfumes, purchase exclusive beauty gifts, or just admire the golden interior design and feel like you’ve entered the mini New York version of Versailles — that is, until the next concept debuts at the store.