By  on April 25, 2013

E.l.f. Cosmetics quietly opened its first retail flagship in New York’s Greenwich Village last week. A grand opening of the 1,200-square-foot space is planned for May 22.

It didn’t take fanfare to lure consumers to the unit. A highly trafficked neighborhood coupled with word of mouth on E.l.f.’s social media vehicles contributed to opening volume that has been above expectations, according to Joey Shamah, E.l.f.’s chief executive officer.

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