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.
"You start one way as a baby, but why shouldn't you be able to choose your own path as opposed to culturally people telling you which way to go?" - Thom Browne at his men's spring 2018 show, where he celebrated gender fluidity. #pfw #wwdmens (📷: @delphineachard)
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)