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New York is about to get its first real natural beauty store


Jewelry and fashion purveyor Castor & Pollux will reopen its West Village boutique as CAP Beauty, a shop dedicated to wellness-centric beauty and treatments.
Customers at Castor & Pollux loved the natural brands sold there, like Vered and Kahina Giving Beauty, inspiring Palmer to start CAP Beauty. (Photo: Facebook/Castor & Pollux)
Customers at Castor & Pollux loved the natural brands sold there, like Vered, May Lindstrom, and Kahina Giving Beauty, inspiring its founder to start CAP Beauty. (Photo: Facebook/Castor & Pollux)

 

In New York City, you almost need a treasure map to find natural beauty products on store shelves. Tata Harper products occupy a small shelf at Sephora, and ditto Indie Lee at Space NK. W3LL PEOPLE has a counter at Henri Bendel. And if you’re determined, you can find RMS Beauty pots and Intelligent Nutrients mists navigating the cashmere throws and bespoke tabletop at ABC Home.

But a whole, dedicated store where you can just slather on luxe day creams and dab on makeup from an array of brands without constantly checking ingredient labels?? It may finally be coming to New York.

This May, after renovations and re-branding, clothing and jewelry purveyor Castor & Pollux will reopen its West Village boutique as CAP Beauty, a shop dedicated to retailing natural, safe, and chic plant-based products alongside wellness-centered spa treatments. (Castor & Pollux’s own line of jewelry and accessories will still be sold online and at other stores.)

“A lot of naturals are sold next to synthetics, and we find that to be pretty confusing,” says Kerrilynn Pamer, the owner of Castor & Pollux who’s opening CAP Beauty with partner Cindy DiPrima. “We really want to eliminate all of that confusion and have it be a safe place where you only have to consider how a product looks and how it performs.”

CAP Beauty (which stands for both Castor & Pollux and “clean and pure”) will sell luxe natural lines like Tata Harper, May Lindstrom, Vapour, and, soon, its own eponymous product line. It will launch with a deodorant and expand to include skin care, makeup, and more, the beauty duo says. The West 10th space will also have three to four treatment rooms for services like facials and acupuncture.

Pamer and DiPrima hope to also use the space to teach New Yorkers about how a beauty routine can be part of a healthy lifestyle, something they’re sure there’s an appetite for. “We’ve been selling products in the natural category for two or three years, and a lot of our customers had converted and were looking for more stuff,” Pamer says. CAP Beauty may just be their skin-saving grace. —Lisa Elaine Held

For more information, visit www.capbeauty.com