Beauty Collection store

Specialty beauty retailer Beauty Collection will open its fifth store in a 2,100-square-foot site in Manhattan Beach, Calif. on Monday, Aug. 24.

Among the lines offered in the new location are Bumble and bumble, House of Creed, MoroccanOil, Smashbox, bareMinerals, Deborah Lippmann, Epicuren and Natura Bissé. There is also a full menu of salon and spa services.

“We have over 200 brands at the store — I would call the Manhattan Beach our boutique concept similar to our Newport Beach location,” explained Shawn Tavakoli, owner and chief executive of the 22-year-old company, explaining the unit is smaller square footage than others, but still offers a full assortment for “every beauty need.”  The retailer’s online store offers more than 30,000 products.

“Opening a Beauty Collection location in Manhattan Beach gives us the opportunity to further our brand messaging in Southern California,” Tavakoli said. “Manhattan Beach is one of the three Beach Cities in the South Bay. It is a trendy upscale community and the local clientele craves what we offer.”

In addition to prestige brands, the store will have masstige lines combined with salon and spa services. “That is what sets Beauty Collection apart from other specialty retailers,” said Tavakoli.

Prices range from $8 for shea soaps to $280 Bond No. 9 fragrances.  Salon and spa services include everything from haircuts and waxing to facials and Malibu C antioxidant gel treatments. The store, staffed with makeup artists, stylists and aestheticians, features wood-finished gondolas housing color cosmetics which stand out against the white walls. Large graphics hang from the ceiling to help identify product areas.

With its mixture of upscale brands along with salon and spa services, Beauty Collection is part of a growing cadre of hybrid stores looking to give Sephora and Ulta Beauty a run for the beauty spend.

While Tavakoli is always looking for new locations, there are no immediate plans to open more.

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