Cayli Cavaco Reck in her new Bridgehampton pop-up shop, Knocking on Beauty.

Cayli Cavaco Reck took her beauty-based Instagram account, Knocking On Forty, and is turning it into a retail concept.

On May 28, Knockout Beauty will open in Bridgehampton, a pop-up shop that will be open on weekends through June 5 and then every day from June 11 through Sept. 5. The space will carry a handful of indie beauty brands including nail color from Tenoverten; mineral sunscreen from Soleil Toujours; skin care from Sunday Riley and a line of clay masks for teen skin created by Carolyn Murphy’s 16-year-old daughter Dylan Murphy.

“I want to be pretty and groomed — and all things all women want to be — but I still wanted to be myself. I’m 39 — and oh my gosh, I’m finally comfortable in my skin and I’m happy to be me, but my face is going,” said Reck, a longtime beauty insider and former editor who has worked in brand strategy and creative direction with beauty companies.

She continued: “It’s so much more than that. I finally felt happy [in my 30s] — I had my family. I have such joy, and I want the joy to emanate from my face and my eyes the same way I feel inside.”

A treatment room in the back was installed as a result of Reck’s Instagram followers asking questions about who she goes to to do her eyebrows and facials. Her aesthetician, Mzia Shiman — the impossible-to-get-an-appointment-with New York-based facialist who works with many of the Victoria’s Secret Angels — will set up shop at Knockout Beauty several times this summer, as well as May Lindstrom and Dr. Colbert.

With Reck’s new 1,000-square-foot shop — comprising 500 square feet of retail and the remainder a quaint outdoor area — she wants to talk to women, especially those who sometimes don’t take care of themselves the way they should. The decor is feminine and pretty, per Reck, who said that an oversized, gold gilded mirror and light pink rug and drapes welcomes customers. The two glass walls in the front and a partially glass roof give the store a “greenhouse feeling.” Her father, Paul Cavaco, the founder of KCD who was the longtime creative director of Allure, along with Michelle Bergeron, helped design the space.

In addition to beauty, the store will carry a smattering of fine jewelry and handbags from brands such as Rauwolf, the four-year-old line known for its one-of-a-kind minaudières.

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