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Inside Benefit's Feminine New West Broadway Boutique

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Benefit opened its first NYC location at 454 West Broadway this past Wednesday. This is the 17th store for the San Francisco-based company, which hopes to open up two more locations around the city before the end of the year. Decorated in pink and white hand-printed wallpaper and accented with sparkly chandeliers, the adorable little store is a girl's playground, complete with a beauty bar that specializes in lash extensions and brow wax services. (Just be aware of the pricing: The brow wax will cost you $23.)

The company began as a small boutique in 1976, founded by Jean and Jane Ford. On display inside the store, you can check out the original 1977 packaging of Benetint, then called Rose Tint, which was famously created for a stripper who needed something to color her nipples. Seems like Benefit has come a long way since then.—Danielle Desmond
· Benefit's Cheeky Soho Store Will Be Decorated With Pink Armoires [Racked NY]
· Benefit to Prettify West Broadway with a Stand-Alone Store [Racked NY]
· Benefit [Official Site]


454 West Broadway, New York, NY 212-769-1111 Visit Website