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Special Issue
Beauty Inc issue 12/09/2016

Shopper: Rebecca Sinai

This story first appeared in the December 9, 2016 issue of WWD. Subscribe Today.

Date/Time: 10/19/16 at 3:57 p.m.

Store: Whole Foods

Mission: Use More Natural Products 

After graduating from Tufts University earlier this year, Rebecca Sinai has become more conscious of the beauty products she uses. “I only recently started to notice how products make a difference on my skin and hair,” she says, “so I’ve tried to make it more of a priority.” Sinai has been wearing makeup since she was 14, calling out Urban Decay as her favorite makeup brand. Increasingly focused on skin and hair care, she’s expanded her regimen to include natural products. “I trust [the store] more because the products are often organic and made with natural ingredients,” she said on why she chose Whole Foods. “I’m hesitant to buy products from drugstores because I know even if [the products] are cheaper, they won’t have the effects that I want in the long-term.”

1. Pacifica Natural Beauty Sea Foam Complete Face Wash, $10.99

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“I always use the same [face wash] and I don’t know how good it is for my skin,” she said on changing up her cleansing routine.

2. John Masters Organics Zinc & Sage Shampoo with Conditioner, $20.99.

“I’m trying to shampoo my hair less often and want a product that is easy, but will also keep my hair healthy,” Sinai said.

3. Dr. Hauschka Clarifying Toner, $28.79.

“I’ve never used [a toner], but I have sensitive skin that’s gotten better, so I feel like I can introduce it,” she said.

4. Everyday Shea Fair Trade Shea Butter-Unscented, $12.99.

“I’ve been told that because my skin is so dry I should use unscented products,” she said. 

5. Juice Beauty Antioxidant Moisturizer, $38.99. 

“I’m always looking for a new moisturizer,” she said. “I’ve heard good things about Juice Beauty.”

Total after tax: $122.76

Shopper: Sauda Chapman

Date/Time: 10/19/16 at 4:39 p.m.

Store: Target 

Mission: Replace Her Deodorant 

Even though Target had only just opened, Sauda Chapman was already a repeat shopper for everything from the home to her own makeup bag. “It’s a one-stop-shop for everything, but then you end up buying more than what you came for,” she says on why she likes the store. Chapman, who works as an auditor, likes experimenting with makeup and different products. She estimates that she spends upwards of $1,000 annually on makeup brands like Anastasia Beverly Hills (she can’t live without her Brow Wiz Pencil), Maybelline and CoverGirl. While she shops from a broad range of brands, the most important thing for her is quality and consistency. “I look for longevity,” she says. “I like to look natural, not too over-the-top and I like products that aren’t going to make me break out.” 

1. E.l.f. Ultimate Blending Brush, $7.39.

“I came here just for deodorant, but then I said ‘why not get a brush?’” she said.

2. Dove Advanced Care Shea Clear Tone Antiperspirant Deodorant in Pink Rose, $5.99

Chapman likes the scent of this Dove deodorant. 

3. Maybelline Fit Me! Matte + Poreless Foundation in Mocha, $4.99.

“It’s cost-effective, it’s not that expensive and the color matches perfectly,” she said. 

4. CoverGirl Katy Kat Matte Lipstick in Maroon Meow, $8.99.

Chapman likes wearing darker lip colors for the fall and winter. 

Total after tax: $29.26