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Make Up For Ever, the beauty company pairing professional makeup products with everyday application, has opened a mini-boutique inside Soho's Sephora containing enough beauty technology to interest even the most low-maintenance of ladies.
With products haphazardly arranged in displays that look like professional makeup cases, the shop has a feel of being let loose inside the tool kit of a makeup artist who just happens to be cool with you touching all of her stuff and doesn't mind explaining how to use it. And, with signature HD foundations, concealers and powders, a quick tutorial is all that stands in the way of no longer spending Sunday mornings untagging photos of yourself taken with your best bud's fancy new camera.
There is also a virtual Eye Shadow Station at a seperate table for customers to play around with colors, iPads for you to noodle around on—oh, sorry, we mean to watch instructional videos on—and all weekend long, the shop will be offering your pick of twelve different complementary makeup lessons. We're crossing our fingers that "How To Apply Eyeliner Without Looking Like Taylor Momsen" and "Red Lipstick: Explained" are on the class rubric, especially since the first 100 shoppers to submit to learning will receive a free Rouge Art Lipstick in a bright, classic red. Bonus points to whoever picks the multicolored makeup application that will make them look the craziest while walking around Soho all day.
· MAKE UP FOR EVER Launches Boutiques inside Sephora [Beauty & The Blog]
· Make Up For Ever's New Store Has It All [Refinery 29]