His new New York store is on the corner of Howard Street and Crosby Street in SoHo.
The decision could set a precedent and topple other beach bans that have caused an international furor.
The brand, which features product expiration dates on its packaging, recently rolled out in Canada and New Zealand.
The business is approaching $50 million in sales, according to industry sources.
Jason Wu designed a limited-edition Caudalie Beauty Elixir.
La Prairie is adding Skin Caviar Essence-in-Lotion to its best-selling Skin Caviar range.