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Beauty Inc issue 03/13/2009

Doo-wop is all the rage in edgy East London. The Powder Room, a Fifties-inspired boutique and beauty parlour, aims to attract cool cats from the city’s hip Shoreditch neighborhood. “I’m a lover of the Forties and Fifties and I didn’t want the space to be clinical and scientific,” says Katie Reynolds, the owner and founder of The Powderpuff Girls, a collective of makeup artists known for their retro take on glamour. While The Girls have been offering makeup touchups at private events and parties since 2005, The Powder Room is their first fixed abode. Mirroring the makeup artists’ retro uniforms— pink dresses cinched at the waist and pill-box hats —Reynolds kitted out the bijou boutique in vintage finds. “It’s very retro and very pretty,” she says, adding a uniformed waitress will serve tea and biscuits to clients. The space offers hairstyling services, makeup application and manicures, with prices starting at about $22 for a speedy hairdo to $52 for a one-hour hair-styling session. Makeup application classes and preparty primping are also on the menu.
136 Columbia Road, London E2 7RG

This story first appeared in the March 13, 2009 issue of WWD. Subscribe Today.