(Photo: Michael Allin/New York Magazine)

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.

Related:

• Archive: “The Storefront: Openings & Closings”
• Articles by Lauren Murrow
• Table of Contents: Oct 3, 2011 issue of New York | Subscribe!