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Santa Monica-based “clean beauty” retailer Beautycounter opened the doors to its Abbot Kinney Boulevard store in Venice Wednesday, December 2, according to a press release Thursday. The 684-square-foot store is a “hometown hub” for the company and doubles as a livestream content studio, at 1410 Abbot Kinney Blvd, where Beautycounter will film onsite in realtime, and air the footage on its website and social media.
“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,” Gregg Renfrew, the company’s founder and CEO, said in the release. “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. Our in-store studio is not just a store feature. We see it as the future of dynamic content and e-commerce selling.”
The store features copper elements throughout — “chosen for its natural antimicrobial properties and sustainability” — and a “Clean Bar” housing the brand’s cosmetics collection. The store was brought to life in partnership with the team at Mythology, who designed the physical space to accommodate both shopping and filming. There’s a screen displayed in the window of the store for passersby to watch the livestream show being shot inside the store, and a “LIVE @ Abbot Kinney” sign outside the store will illuminate, signaling to shoppers that live content is being taped.