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Korean cosmetics brand Tony Moly recently parlayed its cult following amongst beauty bloggers into a contract with Urban Outfitters (the brand is carried on the mega-chain's website and has its own display in their Herald Square flagship). And now, the company is making their U.S. takeover even more official with a brick-and-mortar shop in Koreatown.
Tony Moly's focus is on skincare, and the recently-opened Fifth Avenue space is lined with sheet masks (perfect for feeling productive while Netflix-ing), real-deal BB creams (the craze began in Korea), and moisturizers housed in cutesy packaging (we spotted containers shaped like pandas, eggs, and tangerines).
As for color cosmetics, there are rows of the brand's popular Bunny Gloss Bars (the Tony Moly equivalent of Maybelline's BabyLips), colorful liquid eyeliners, and anthropomorphized lip stains, begging to be Instagrammed.
Prices fall somewhere between drugstore and Sephora levels, with makeup in the $8 to $15 range, individual masks hovering around $3, and more intensive skincare products starting at $20. Grab a shopping basket (they're up front, grocery-store-style), chat up a salesgirl for recommendations if you're new to Korean beauty, and bask in the cuteness of Tony Moly's kitten atomizers and moisturizing fingertip masks.
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