Soho's Newest Beauty Store Will Set Itself Apart With Cocktails, Blowouts

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Combining the retail prowess of Birchbox and the luxe services of Rouge New York, a new beauty startup is landing in Soho this summer: Joli Beauty Bar, a "French café"–inspired space for makeup applications and lessons, a retail store for under-the-radar beauty brands, blowouts, "depuffing" treatments, and gel nails—all of which you can elect to get with a glass of wine or specialty cocktail in hand.

"We want to represent cosmetic companies in our shop that you can't necessarily buy at Sephora, Bloomingdale's, or Macy's," co-founder and creative director Zsuzsi Evans told WWD. That includes the all-natural label Shien, which until Joli opens is only available online.

In a yet-to-be-revealed address, Joli will have six salon chairs inside a periwinkle blue art deco–designed space. Offerings will include $40 blowouts and $150 makeup and hair services. "We really want to create a place where women can go and get consistent wonderful service, one-on-one tutorials and get a personalized look," Evans added.