By  on April 11, 2014

NEW YORK — E.l.f. Cosmetics has opened its second freestanding store with a company goal of as many as five brick-and-mortar units by the end of this year.

The 700-square-foot store is located on Fulton Street near the corner of Nassau Street here. “This whole area is going to get really busy soon with office workers and tourists,” said Joey Shamah, the founder of E.l.f., describing the blocks surrounding One World Trade Center. The store had a soft opening on March 15 with plans for a grand unveiling within the next few weeks. Industry sources expect first-year sales to be $1.1 million.

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