Beautycounter Opens Hybrid Store

Photo: Beautycounter.
Photo: Beautycounter.

Beautycounter has opened its newest retail hybrid store in Venice, California, with both in-store and online content available.

Related: Sephora and Ulta Beauty Accelerate Clean Beauty Offerings

The 684-square-foot store also doubles as a livestream content studio to reach customers worldwide. Through this hybrid store experience, Beautycounter plans to create in-studio shoppable content that can be viewed on multiple social channels, while simultaneously livestreaming as well.

Beautycounter will also feature makeup and skin-care tutorials as well as advocacy-focused talks. 

In-store features include:

  • A  touchless experience with hand-sanitizing as well as six-feet social distancing and a guest limiting capacity. Curbside pickup will also be available.

  • Copper can be found on fixtures throughout, chosen for its natural antimicrobial properties and sustainability.

  • The Clean Bar in the center of the store houses the brand's cosmetics collection.

  • Four displays aimed to educate the customer on Beautycounter's mission including its'  Hero collection, sustainable packaging journey, a list of 1,800 potentially harmful ingredients not used, and a phone from 1938, a nod to the last year the United States passed a federal law governing cosmetics.

The vintage phone is also a virtual assistant and connects guest with a local member of Congress, asking them to advocate for better beauty laws.

Founder and CEO, Gregg Renfrew, said, "We want to invite as many people as possible into the world of Beautycounter, and through our new store with livestream shopping capabilities, we'll be able to grow and engage with our community without limitation. As more and more people shop from home, live-selling is a way to reach and engage our community in an incredibly impactful and convenient way. Our in-store studio is not just a store feature. We see it as the future of dynamic content and e-commerce selling."

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