Outside In and Nature of Things bring a new sensory dimension to SoHo

Carisa Janes is taking beauty beyond the bathroom cabinet. The founder of Hourglass Cosmetics has opened a new retail destination in New York’s SoHo, bringing together her two latest brands Outside In and Nature of Things. In a series of immersive spaces and architectural vision shaped by light and nature, the destination also features a hidden cafe and garden.

Set inside 31 Crosby Street, the new concept is designed by Shanghai-based F.O.G. Architecture, marking the studio’s first project in the United States. Rather than treating retail as somewhere to simply browse and buy, the interiors encourage visitors to spend time, moving between softly lit rooms, tactile surfaces and unexpected pockets of greenery.

“I’ve always been aware of how atmosphere influences the way we feel. I wanted the experience of the space to feel as intentional as the products themselves – a physical expression of the brands brought to life through nature, light and materiality. ” Carisa Janes, Founder of Outside In and Nature of Things.

The flagship is divided into dedicated spaces, each connected through a thought out approach to design and atmosphere. Outside In, which brings together skincare and makeup, is housed in a light-filled interior of curved vanities, frosted glass and stone. Every component created is to enhance the experience, with integrated lighting intended to make shade matching and consultations feel.

Nature of Things, meanwhile, centers on a more tactile and holistic design. The flagship features loofah-textured walls and a monolithic stone basin in the entry, complementing the brands range of plant-based body, hair, bath and hand care.

At the heart of it is The Fragrance Room, offering a dedicated experience of scent, established by a luminous ceiling. The Outside In Cafe, which broadens the experience, serves a curated menu of pastries, coffee and specialty drinks. Opening onto the cafe is the Hidden Garden, a secluded green space offering an unexpected hideaway within the heart of SoHo.

The destination will also host private appointments, exclusive product launches, artists in residence and cultural events, extending its purpose beyond the traditional retail experience. Opened on August 29, the new concept store from Outside In and Nature of Things’ is now open at 31 Crosby Street, New York City.