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bareMinerals launches streamlined Shade Shop

BY Antoinette Alexander

NEW YORK — Beauty brand bareMinerals is exuding its California heritage in the heart of New York City’s Soho neighborhood with the opening of its first-ever bareMinerals Shade Shop earlier this month. Conceptualized as a new way to shop, bareMinerals’ complexion assortment is merchandised by shade family — light, medium, tan, dark and deep — in a streamlined, easy-to-navigate environment.

The store design allows women to find everything they need for a flawless-looking complexion in one location, specifically curated for her skin tone, and also will feature a rotating color bar to complete her look. Designed as a playground to test new concepts, the brand will refresh the shop seasonally, with the next transformation set to take place in November.

The open and airy, gallery-like bi-level space utilizes such raw, natural elements as wood, polished concrete and repurposed brass fixtures. One wall is dedicated to portraits featuring women (both models and the brand’s employees) with responses to the question “What makes you feel beautiful?” inviting the community to #bareyourself and share their answers as well.

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