Costa Brazil opens first New York flagship at Hudson Yards

Costa Brazil has given New York a place where fragrance, body care and home scent are meant to be experienced before they are bought. The brand’s first permanent store opened at The Shops & Restaurants at Hudson Yards, a Level 1 address that frames the line as more than an online cart of oils and perfumes. It is open Monday through Saturday from 10:00 a.m. to 9:00 p.m. and Sunday from 11:00 a.m. to 7:00 p.m., but its real draw is the way it turns gifting into a sensory appointment.

That matters for Costa Brazil because the products are built around ritual. The flagship carries the full assortment, including haircare, bodycare, fragrance and home products, with bestsellers such as the $198 Aroma Eau de Parfum and the $98 Kaya Jungle Firming Body Oil on the shelves. Those prices place the line squarely in prestige-beauty territory, where the purchase is rarely casual and often tied to a milestone, a host gift or a self-purchase that is meant to feel considered rather than routine. The opening also brought two store exclusives, the Breu Soap Bar and hand-crafted Breu Incense, which sharpen the case for visiting in person instead of ordering sight unseen.

Francisco Costa, who founded Costa Brazil in 2018 after a career as Calvin Klein womenswear creative director, has spent the past two years rebuilding the brand’s footing. Amyris acquired Costa Brazil in 2021, Costa bought it back in 2023 in a $4.6 million bid, and the brand relaunched in early 2024. The Hudson Yards store is the clearest sign yet that Costa wants the label to feel like a world, not just a product range. He has said the goal is experiential retail, and the store is designed to help shoppers understand the brand’s universe, one he presents as humble but luxurious.

That philosophy runs through the space itself. Costa worked with creative partner Alexander May, and the boutique has been described as warm, intimate and lived-in, with personal objects, books and pieces from Costa’s private collection shaping the atmosphere. A Richard Serra work provided part of the inspiration, which helps explain why the store reads less like a conventional beauty counter and more like a curated salon for taste. Monthly conversations with artists and collaborators extend that idea, giving the flagship the cadence of a cultural venue as much as a retail one.

For luxury gifting, that distinction is the point. A bottle of Aroma, a jar of body oil or a bar of Breu soap lands differently when it is discovered in a room built to slow the buyer down, invite sampling and make the purchase feel ceremonial. Costa Brazil has made the case that in beauty, the most premium gesture is not just what is sold, but the setting that makes it feel worth giving.