On October 26, ingredient-focused, environmentally friendly clean-beauty brand Beautycounter will open its first permanent shop (51 Prince St.).
1. Phone booth: A phone booth with a book full of lawmakers’ phone numbers so customers can make calls in support of the Personal Care Products Safety Act.
2. Bathroom: One sparkling-clean toilet, plus a vanity where customers can try out products, then pat dry with super-fluffy towels.
3. Makeup: An old-school counter with chrome stools will house all of the makeup, like a velvet eye-shadow palette ($50), a hibiscus-colored cream blush ($38), and an opalescent lip gloss ($29).
4. Body: Three shelves of body-focused products like a citrus-mimosa body butter ($39), plus kids’ products like a gentle detangler ($18).
5. Regimens: Skin products meant to be used together — like the Countercontrol Collection ($137), which includes a cleanser, a toner, and a gel cream — will live on glass-and-metal shelves.
2x2: Non-Victorian Vanity Mirrors
Tina Sharkey brings Brandless, an e-commerce site that sells everything-for-$3 food, beauty, and home supplies, to NYC on October 24 (459 W. 14th St.).
“Unless you buy Brandless products, there’s no way to try them, which is why the space is going to be all about letting customers test everything and bringing our products to life. Our facial tissues are tree free — they’re made of bamboo grasses — so we’re erecting this large bamboo forest to emphasize that. We’re going to have a clean-beauty bar, where you can put on our eco-friendly lemon-verbena hand cream; an Italian bar, where you can taste our balsamic and pastas and olive oil; and a soup area, where you can try our butternut squash. Basically, you’ll be walking into an 8,500-square-foot Brandless box.”
He Said, He Said
Michael Schaeffer and Marcus Wilson will soon open a store for their athletic brand Nobull (68 Prince St.).
Is the name a play on “No B.S.”?
Michael: Yes. The shop is going to reflect the name — very sparse.
Marcus: Simplicity is our thing. Our trainers (from $99), made of military-grade material, are no-frills but can withstand every possible workout scenario — they’re even puncture resistant.
Michael: A customer tested that by stabbing them. They held up very well.
Ask a Shop Clerk
You’re selling skin care?
Yes! Birkenstock skin care! It’s the best foot cream on the face of the Earth.
Its main ingredient is cork, which is what our shoes are made of. The store itself is pretty great too. It’s two stories: The upstairs has our most sought-after limited editions, like the Rick Owens Birks (from $350), then downstairs has our more traditional shoes. Even before we opened, people were pounding on the door — people in New York don’t just like our product, they love it. I swear to God, I’m at the store now and just saw three people walk in the door already wearing Birkenstocks.
*This article appears in the October 15, 2018, issue of New York Magazine. Subscribe Now!