As the clean beauty retail landscape expands across the U.S., The Detox Market is opening a flagship in New York.
The 2,100-square-foot, two-story space is located at 76 East Houston Street at the corner of Elizabeth Street and will open to the public on Saturday, Sept. 15. The retailer will take up the entirety of the building, including a roof deck, which will be used to host events and workshops.
This is the first East Coast brick-and-mortar venture for eight-year-old The Detox Market, which also operates an e-commerce site. Other locations include three outposts in Los Angeles, three in Toronto and five “beauty counters” inside Cafe Gratitude locations in California, across Los Angeles, Orange County and San Diego.
The New York flagship was designed with discovery and experience in mind — the upstairs level and roof deck are meant to host community and private events and workshops to connect brand founders with consumers. There’s also a space on the upstairs level for private skin and makeup consultations.
The Detox Market specializes in “green beauty” — what founder Romain Gaillard describes as “a little more” than clean beauty. Brands carried by the retailer are eco-friendly, nontoxic and cruelty-free. “Green beauty encompasses the notion that you’re trying to do something better,” said Gaillard. The New York store will carry the scope of the retailer’s assortment — 150 brands — including Odacité, RMS Beauty, Josh Rosebrook, Tata Harper, Kjaer Weis and May Lindstrom.
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“I first looked for space in New York in 2012, but [the market] wasn’t ready,” said Gaillard.
Now, interest in clean beauty is swelling to a crescendo. “The amount of brands launching is insane,” said Gaillard, who added The Detox Market gets about 65 brand submissions per month.
The opening of The Detox Market’s sizable New York flagship is coming at a time when clean beauty retail is rapidly expanding. San Francisco-based Credo Beauty this year hired Gap veteran Dawn Dobras as chief executive officer. Dobras told WWD her growth plans for Credo, which has eight retail stores, are “ambitious” and that the retailer is going to get “big.” Boston-based Follain will have 10 brick-and-mortar locations by 2019. Mainstream retailers are also getting into the action — Sephora launched its “Clean at Sephora” campaign in May.
Gaillard said The Detox Market’s emphasis on community space and focus on wellness — it was an early stockist of ingestible brands such as The Beauty Chef, Moon Juice and WelleCo — is what sets it apart from other retailers doing clean beauty.
The New York store is a significantly larger space than The Detox Market’s other locations — the Santa Monica store, for instance, is 900-square-feet — and will have dedicated space gatherings and events. “Workshops and brand events are really important to me,” said Gaillard. “You connect an expert with a group of people who are really passionate about [the products], and it’s really hands-on.”
Gaillard declined to discuss specific financials, but said sales at The Detox Market stores have doubled every year for the past five years. He expects to add three to four more brick-and-mortar stores annually. “In the past few years, people went from being not very interested [in clean beauty] to becoming very interested in switching to it.”