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Primping in Pink

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After launching sixteen stores across the country, San Francisco–based cosmetics brand Benefit finally makes its Soho debut on September 27 (454 W. Broadway, nr. Prince St.; 212-769-1111). 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 (from $23), two private corners for body and facial waxing ($12 to $96), and a room for airbrush tanning (from $18). Walk-ins welcome.


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