By 2026, endless lines are as much a part of New York City culture as yellow cabs and dollar slices, as consumers file up for hours for everything from Mamdani-designed soccer jerseys to lipgloss. But if you see a line snaking around the block this summer, there’s a good chance those patient shoppers are waiting for just one thing: frozen yogurt.Millennials will remember the 2000s heyday of froyo chains like Pinkberry and Yogurtland. But a new crop of shops like Mimi’s, Birdie’s and Go Greek have revived frozen yogurt as a must-have treat for the TikTok generation. New York Times Magazine writer Amy X. Wang counted 74 people waiting in line at the Spanish frozen-yogurt import Myka’s West Village location one Saturday.
Beauty brands, seeking foot traffic and summer-appropriate activations, are now also lining up to get in on the frozen yogurt boom.
“[Go Greek] is such an L.A. staple. We all know when you go to L.A., you’ve got to get an Erewhon smoothie, and you have to go to Go Greek,” said Caroline Joseph, senior brand and marketing manager at skin-care brand Korres, of the frozen yogurt chain Go Greek, which opened its first New York City location in Noho in April.
“When we’re talking about the ingredients that we make our skin-care with, they are all things that we know firstly as food,” Joseph said of the appeal of the food-based collaboration. She said Korres estimates that the partnership will reach some 2,500 consumers. “The other part of it is, I think, consumers are so used to seeing these experiences being strictly for influencers and press. And to be able to reach a broader audience and give everybody the same fun unboxing PR experience is really special”
