Lately, it seems as if one indie beauty outpost after another has dropped from the scene. From Woodley & Bunny to Henri Bendel, niche beauty brands have lost venerable launching pads.
But at least one hope is still standing: Indie beauty boutique Shen Beauty is expanding with a full-service spa on Thursday.
“In the very beginning, we did brow and eyelash [services],” said Jessica Richards, owner and cofounder of Shen Beauty, based in Carroll Gardens, Brooklyn. “Then, we got a lot of requests and started doing more waxing. Then, people wanted facials, so we started doing mini facials. Now, we’re booking appointments two weeks in advance for brows and facials.”
Richards, who is in the process of splitting with her business partner and cofounder Jules Stringer, plans on offering full facials, waxing, microdermabrasion, gommage, massages and acupuncture, ranging from $15 for a lip wax to $250 for an oxygen facial.
The facials will be done with any in-store product the customer prefers, or Shen Beauty’s facialists will use what they think is best suited to the customer’s skin.
The 400-square-foot spa, situated at the back of the shop, will consist of two rooms. The space is painted “dove gray” with a white border and decorated with dream catchers and white Moroccan wedding blankets used as rugs to give off a calming, bohemian vibe.
But just because Shen Beauty has added a spa doesn’t mean the product assortment will change. Customers will still see brands such as de Mamiel, Amanda Lacey and Su-Man Skincare, among others.
“It’s really important to stick with what we are,” she said. “What we’ve become is a launch pad for these brands.”
Meanwhile, Richards isn’t stopping there. Currently, she is looking to open up a shop in Williamsburg, Brooklyn.
“I’ve always wanted to open more stores, and I was never going to do Williamsburg because Woodley & Bunny was there,” she said, adding that the new location would be smaller but still include a spa. “[Williamsburg] has a younger clientele so socioeconomic things are different over there [compared to Carroll Gardens].”
While Richards declined to comment on projected sales, industry sources estimate the spa could do about $360,000 to $480,000 during its first year.
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