Sephora Soho’s Grand Reopening: You Now Have Permission to Do Your Makeup Here

 

Sephora's Soho location (which was the brand's first U.S. store, in 1998) debuted a mega-makeover today. And the centerpiece of its redesign makes it way easier for you to make yourself over while you shop.

You may be used to sneakily touching up your mascara and lipstick between yoga and your next meeting, while glancing around hoping no one thinks you're a freeloader.

Now, you can sit down on one of the stools at the Beauty Bar, where a wall of mirrors beckons, encouraging you to test out Bite's Cherry Lip Scrub or polishes from the new and improved Nail Bar.

It's like the Apple Store of beauty.

There's also a sweet "Make Up For Ever" studio (pictured above), where you can have your makeup done at a counter that resembles a movie star's dressing room, and the store is tricked out with eye-catching artwork.

And while there is a sea of product selection, we were disappointed to find the same (if not fewer) natural makeup and skin-care brands represented—Josie Maran, Korres, Ren, Caudalie... and not many more.

The reopening of the Broadway and Prince Street store kicks off a year of renovations at many Sephora locations (although some have already gotten mini face lifts). You may never have to rush home to reapply your makeup after a spin class again. —Lisa Elaine Held

555 Broadway, just south of Prince, Soho, www.sephora.com