Macy’s Inc. is getting in on the luxurious beauty boom — specifically within the Miami market.

The retailer is debuting its elevated beauty concept in its Dadeland store, which can include revamped shop designs, virtual try-on technologies, three rest rooms and three branded treatment rooms offering a slew of services. Brands including La Mer, Dior and Clarins might be bringing dedicated aestheticians.

The department store is inaugurating the space with a ribbon-cutting event on Saturday.

Participating brands include legacy names La Mer, Jo Malone, Gucci Beauty, Yves Saint Laurent Beauté, Armani Beauty and Valentino Beauty. Sunday Riley can be debuting a latest shop, and Kylie Cosmetics may also be entering the Dadeland door.

“The buyer is resonating with the brands, they love beauty, they love the concept of getting dressed up and having that moment for themselves as well,” said Nicolette Bosco, vp of beauty, Macy’s. “The brand new brands are ones we hear from our store colleagues and management that customers are coming in and asking for.”

As reported, beauty was a key brick-and-mortar traffic driver during Black Friday sales. Macy’s might be introducing make-your-own-gift stations and in-store events featuring entertainment, DJs and a renewed give attention to beauty services and demonstrations.

“That is after we shine, and we bring our customers the gifting, the creative and retail animation into the wonder world,” Bosco said. “We’re the authority within the category of beauty, in makeup and in holiday.”

“Beauty elevation has been a spotlight, and the luxurious piece specifically,” Bosco continued. “By the tip of this 12 months, we may have accomplished about 39 of those beauty elevation doors on the market in key markets.”

On one hand, the variety of the Miami market is paramount. “There’s a number of buzz in Miami and that is the correct opportunity for us to be bringing this level of beauty and the luxurious world to the Miami consumer. They’re multicultural, we’re bringing in consumers from everywhere in the world on this market,” she said, adding that the present brands in store span each legacy and emerging brands and an array of price points. “We appeal across generations and across cultures… they’ll find what’s going to be right for them, from the perspectives of each price point and value.”

Luxury has been a growing focus for retailers as Gen Z gains purchasing power and the prestige market writ large shows no signs of abatement. Based on Circana data, prestige beauty grew 14 percent within the third quarter. At Macy’s specifically, beauty was a top-performing category within the third quarter, based on an investor presentation.

“Consumers are searching for the correct item to provide them the look they’re trying to realize,” Bosco said. That holds true for the categories she’s probably the most bullish on. “Lip is the ‘wow’ moment, it’s a bit that the buyer pulls out of their handbag, they usually’re happy with,” she said. “Lips are a unbelievable category for us.”

That enthusiasm also extends to fragrance, where Macy’s maintains a stronghold. “Consumers look to us for bringing that feeling that ties back to a fragrance. Loads of that’s about luxury and being happy with what they’re wearing, however it’s also the emotional connection that fragrance brings,” she said. “We’re the destination for it because we’re capable of bring that emotional piece, offering the breadth of our assortment to the buyer.”