the beauty edit: birchbox soho

April 14, 2015

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With a city that moves as fast as New York, you’ll be hard pressed to keep up with every opening of some place new and cool. So when I finally had the chance to check out Birchbox’s first brick + mortar store, I was like a kid in a candy store. I fueled up for the experience on Chobani (PB&J for the win!) which is conveniently located across the street and then set to work checking out everything the store had to offer.

Unlike traditional stores where you shop by brand, Birchbox’s store is primed to let you discover brands based on the products you’re in need of. For example, looking for a dry shampoo? Find the best sellers categorized together with handy descriptions. Always wanted to try a lip liner? Head to the lips section.

In addition to being able to shop your heart out for any beauty product you could ever need, the store also offers treatments like manicures, hair styling and makeup touch-ups. Don’t feel great at makeup? Want advice on the best skincare for your skin type? There are experts on hand for that, too.

My favorite feature? You can build your own box right in the store. Choose 5 samples from categories including fragrance, skincare and more and you’ll leave the store with curated picks from the beauty experts at Birchbox. Not to mention there’s an entire section for guys…file under your cap for the next time you need a gift (why are guys always so hard to shop for?)

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If you’re in NYC or planning a trip and want to shop in Soho, be sure to check the store out – all important details below! Not in either of those camps? Get your hands on a curated Birchbox subscribing here.
Birchbox Soho
433 West Broadway
New York, NY 10012
646-589-8500
Monday – Saturday: 10am – 8pm
Sunday: 11am – 6pm
[Photos by me]

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