Beautycounter has opened the doors to its latest retail store on Abbot Kinney Boulevard in Venice, California. The store is a hometown hub for the Santa Monica-based clean beauty pioneers and also doubles as a livestream content studio.
With the arrival of this new Los Angeles store, Beautycounter is blending a real-time, in-person shopping experience with the community-expanding reach of virtual livestreaming. Through this hybrid store, Beautycounter will bring its clean beauty mission to a wider audience by creating engaging in-studio shoppable content that can be viewed on multiple social channels, while simultaneously livestreaming on beautycounter.com/live. From expert-led makeup and skin-care tutorials to advocacy-focused talks with industry thought leaders, Beautycounter’s newest store will be ground zero for engaging content that ties back to the brand’s pillars of safety, sustainability, advocacy and, of course, game-changing clean beauty.
While a brick and mortar store is always helpful in bringing a brand to life, Beautycounter recognizes it can only reach so many people through a physical footprint; by adding a livestream component within the store, Beautycounter has the ability to invite people in their “doors” from all over the world. The store thus becomes interactive and shoppable for visitors near and far.
“We want to invite as many people as possible into the world of Beautycounter, and through our new store with livestream shopping capabilities, we’ll be able to grow and engage with our community without limitation. As more and more people shop from home, live-selling is a way to reach and engage our community in an incredibly impactful and convenient way,” said Beautycounter Founder and CEO Gregg Renfrew. “Our in-store studio is not just a store feature. We see it as the future of dynamic content and e-commerce selling.”
