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After launching sixteen stores across the country, San Francisco-based cosmetics brand Benefit finally makes its Soho debut. The antithesis of the neighborhood's many starkly minimalist makeup boutiques, the unabashedly feminine tri-level flagship is done up with floral wallpaper and curvy pink furniture—the better to hawk perkily named beauty products like BadGal mascara and Hello Flawless cover-up. The new space includes eight stations for brow shaping, two private corners for body and facial waxing, and a room for airbrush tanning. — Lauren Murrow