E.l.f. Cosmetics Opens Second Studio in FiDi

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Finance workers and tourists alike can now shop for super-affordable makeup way downtown. E.l.f. Cosmetics has opened its second freestanding makeup store on Fulton Street, in very close proximity to the World Trade Center. The store had its soft opening on March 15, according to WWD, and is planning a grand opening soon.

Founder Joey Shamah told the paper that this location was perfect specifically because of that intersection of business and tourism. "We wanted to open another store because the first one, which served as a test, is doing well," he added, referring to the Broadway store.

It's not the only other location that's coming to the city. WWD says that Shamah is "eyeing other New York locales" and is looking to open a few more stores by the end of the year—though whether all of those will be local is not clear.

And aside individual stores, the brand that features $1 lipsticks is also making a push into supermarkets and Target's beauty department.
·Critical Mass: E.l.f. Cosmetics Opens 2nd Unit [WWD]
·E.l.f. Makeup & Cosmetics Now Selling $1 Lipstick on Broadway [Racked NY]
·New York City's 38 Best Beauty Stores, Salons, and Spas [Racked NY]