Blushington, the California-based beauty bar with locations in New York and Dallas, promoted this week Natasha Cornstein from president to chief executive officer.
Cornstein will spearhead the company’s expansion plan, which includes the opening of five locations in the New York area over the next three years, the first set for late October in a 1,400-square-foot space on the Upper East Side.
“We’re certainly focusing on building awareness and expanding [our] brick-and-mortar footprint,” Cornstein told WWD.
Blushington opened its first location in California after founder Stephi Maron saw a white space for professional makeovers at affordable prices. Its five doors offer express makeup application services in a style similar to that of a blowout bar. The first East Coast location opened at Le Parker Meridien here last year, and the new Upper East Side space is triple its size.
Cornstein noted that though the company was “inundated” with requests for expansion into the D.C., Miami and Atlanta markets, her sights are set on New York as the company’s next major stage for growth.
“[There is] so much going on for women in this city, between career, philanthropy and general volume,” said Cornstein. She added that building brand awareness in New York is the company’s priority before expanding to other markets.
Cornstein said Blushington is looking into real estate in the Upper West Side, Flatiron, TriBeCa, Meatpacking and Midtown East areas for its next five locations.
Blushington has been on a growth streak over the past year, with a 40 percent uptick in revenue from 2014 to 2015. During this past prom season, Cornstein noted that Blushington’s chairs across the country were booked solid for weeks.
Though many clients come to Blushington before special occasions, Cornstein emphasized that the company is at the forefront of the commoditization of express professional makeup application services, which she believes is the next big express service after manicures and blowouts.
“[We’re taking] the accessibility and affordability concept [of manicures and blowouts] and applying it to makeup,” said Cornstein. “It has a great place in everyday life, particularly women who are active socially or in business. Of all the beauty services, it creates the biggest impact on how you feel about yourself.”