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Shopper Stalker: What Beauty Shoppers Are Buying at Cap Beauty

A look at how customers are navigating the store's assortment of clean beauty products.

Date: 9/25/18

Time: 2:58 p.m.

Store: CAP Beauty at 238 West 10th Street

The Founders: Kerrilynn Pamer and Cindy DiPrima opened their natural beauty shop, CAP Beauty, in 2015 to offer consumers internal and external tools for wellness. Three years later, the duo has expanded their business to Los Angeles, launched their own line of skin care and ingestibles and released their first book, “High Vibrational Beauty,” which includes plant-based recipes, beauty tips and self-care rituals.

The Shopper: Jasmine Saei

While Jasmine Saei doesn’t necessarily gravitate toward natural ingredients, she likes CAP because it carries hard-to-find brands like Vintner’s Daughter, Sun Potion and May Lindstrom. “I’m very curated, so I like to know that things have been vetted,” she said. Today, she came to replenish her LivOn Labs Lypo-Spheric Vitamin C (“It’s like Emergen-C without all the sugar,” she said), but sought out sales associate Jennifer Hare to learn about one of the store’s newest brands, Tammy Fender. “I trust their judgement to see what I need,” she said. After sharing how she’s looking for something brightening, Hare showed her a few options, which Saei quickly added to her haul.

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The Sales Associate: Jennifer Hare

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Joining CAP Beauty shortly after it opened, Hare has seen customers’ knowledge of clean beauty increase rapidly. “Our customers are really read up,” she said. “It’s always fun to pull new people into this space, but it’s also superfun to chat with someone who’s knowledgeable and swap information.” To stay up-to-date, Hare and the team have regular trainings with brand founders, which helped her when working with Saei. “It’s really just talking and pulling pieces of information about their lifestyle and matching them with products,” she said, on her sales approach. Today, Hare showed Saei some masks geared toward exfoliating and dullness, which Saei quickly snapped up.

What Beauty Shoppers Are Buying at
The haul Lexie Moreland/WWD

The Haul:

Tammy Fender Epi-Peel, $80

“It’s exfoliating and just resets your whole face,” Hare said.

Vintner’s Daughter Active Botanical Serum, $185

“It sells like hotcakes,” Hare said of this CAP bestseller.

LivOn Labs Lypo-Spheric Vitamin C, $42

“If you take a bunch of this during this time of year you’ll never get sick,” Saei said.

Sun Potion Shea Butter, $25

Saei picked this up because of its hydrating and nourishing properties.

May Lindstrom The Problem Solver, $100

A fan of the brand, Saei likes how this mask calms inflammation.

Tata Harper Resurfacing Mask, $62

Saei also replenished this product.

Total after tax: $526.96