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After years of teasing us with pop-up shops, Birchbox is finally putting down roots in Soho. The brick and mortar space at 433 West Broadway doesn't officially open until tomorrow, but we pulled together some crucial info on the e-tailer's latest venture outside the subscription box.
1. The brand's techie roots are still intact with loads of in-store touchscreens, churning out personalized product recommendations, customer reviews, expert tips, and video demos.
2. Full-size products are organized by category rather than brand—meaning you won't have to circumnavigate the store 100 times to compare red lipsticks.
3. There's a B.Y.O.B. (Build Your Own Birchbox) section where shoppers can custom-mix five sample size products for $15. A true travel godsend.
4. The bottom floor is a hybrid space dedicated to classes on beauty hacks (free for Birchbox subscribers) and services like hair styling, manicures, and makeup application (walk-ins are welcome).
5. You can give yourself a makeover at one of the Birchbox's numerous vanities (dubbed "try-on bars"). Testers are ready to roll for each of the store's 2,000+ products.—Hali Berman
· Birchbox [Official Site]
· All Now Open Posts [Racked NY]