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Beauty Inc’s editorial assistant Ellen Thomas heads to Herald Square to scope out an established beauty retailer and find out how a newcomer on the block stacks up.

SHOPPER: Devorah Amishay
DATE/TIME: 11.9.2015, 5:07 p.m.
STORE: Macy’s
LOCATION: 151 West 34th St
MISSON: Find a new foundation
TOTAL SPENT: $151.88

Sephora was too crowded, so graphic design student Devorah Amishay, 25, headed to Macy’s to find a sales associate who could help her select a new foundation and concealer. “I want [for them] to know what they’re talking about,” says Amishay, who spends about $2,000 a year on makeup from NARS, Smashbox, Cover FX and Laura Mercier. With the help of an associate, Amishay ultimately purchased the same BareMinerals kit she’s used for years. “I wanted to try out the one for acne, but [the] salicylic acid would be too hard on my skin,” she says. Unsatisfied with her current skin-care routine, Amishay hit up the Kiehl’s counter — another suggestion from the sales associate — for moisturizer. “First she recommended another brand, but it didn’t look appealing,” Amishay says. “I have to like the packaging — that’s so important.”

SHOPPER: Nahsiah Turner
DATE/TIME: 11.6.2015, 5:48 p.m.
LOCATION: 1328 Broadway
MISSON: Birthday shopping trip

Nahsiah Turner dashed into H&M on Friday after work, determined to find a new top for her 23rd birthday celebration at Times Square’s Bowlmor Lanes. The party outfit didn’t pan out, but Turner stumbled upon the retailer’s new beauty department and picked up a slew of products instead. Turner, who studies finance and interns at CBS, started wearing makeup in the past year, after getting hooked on YouTube beauty gurus ItsMyRayeRaye and Glamtwinz. She doesn’t pay attention to brands and shops mostly at drugstores, but will occasionally splurge on a bold lipstick at MAC (her go-to shade is Rebel.) “I’m still learning,” Turner says, “so I don’t want to buy a product that doesn’t work.” Though she relies on YouTube reviews for recommendations, she’s optimistic about her impromptu haul. “I trust H&M, so I’ll give it a try.”

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