By  on October 17, 2017

On the heels of its latest capital raise, Winky Lux is ready to roll into retail with its first stand-alone store.

The business is opening its first branded shop in New York's Lower East Side today. Winky Lux also has a four-monthlong pop-up slated to hit the Roosevelt Field Mall in New York. The moves are meant to test the company's concept — trend-driven, fast-to-market, masstige beauty products — in a format that matches its fun, quirky personality, according to cofounder and chief executive officer Natalie Mackey.

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