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This beloved San Francisco beauty brand landed in NYC with a multilevel flagship store in Soho. The cosmetics boutique is a girly girl’s haven with crystal chandeliers, hand-painted pink floral wallpaper, cream-colored armoires filled with Benefit’s cheeky, retro-inspired products and plenty of mirrored makeup stations for sampling. Nab all of your favorites on the first floor, including newly introduced They’re Real mascaras ($22) and Benetints ($29), the cult classic lip-and-cheek stain. You’ll also find fragrances, such as the fresh, floral Maybe Baby ($32), and skin care, like You Rebel tinted SPF moisturizers ($30) and Refined Finish Facial Polish exfoliators ($22). Head to the On the Spot! Beauty Bar on the second floor, where you can get waxed (brow $23, lip $12, bikini $34), tinted (brow $20, lash $23) or spray-tanned ($48) in one of the three pink-curtained treatment rooms.
Venue name: Benefit
Address: 454 West Broadway
New York
Cross street: between W Houston and Prince Sts
Opening hours: Mon–Wed 10am–7pm, Thu–Sat 10am–8pm, Sun noon–6pm
Transport: Subway: B, D, F, M to Broadway–Lafayette St; C, E to Spring St; N, R to Prince St
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