If scrolling through your Instagram feed often has you stopping on beauty posts to comment, “Where can I get that?” we now have the answer. Head to New York’s Soho neighborhood, where beauty supply shop Ricky’s NYC has opened an Instagram-influenced beauty concept shop aptly named # (“hashtag”).
Richard Parrott, the president of #, told New York magazine that he started finding out who was talking about which beauty products were hot by searching through social media. “It’s a bit more believable because it’s real people talking about real products that actually work,” he said.
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But, don’t expect the store just to stock brands that you can find anywhere. “Say I’m following NYX Cosmetics and they post a picture of a girl wearing incredible lipstick. If the caption says, ‘Thanks to so-and-so …,’ I’ll click on that person. Then, I start looking through their posts and find a picture of a lipstick that’s even better than the one they posted of NYX. I click on that one and see who liked it and just keep going. You click through 10 different people and 20 different comments until you’re like, ‘What is this brand? I’ve never even heard of them!’ That’s when we reach out,” Parrott says of the discovery process.
The store will feature product offerings selected by Instagram trends, showcasing many under-the-radar brands (used by in-the-know beauty ‘grammers) such as Dose of Colors, Violet Voss, Nume and Morphe Brushes.
Visit # at 489 Broadway in New York.
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