When it comes to the ever-evolving beauty industry, the current trend lies in clean, green products — and Follain is leading the charge. With an intensely curated inventory boasting restricted ingredients to promote a non-toxic, healthy beauty routine, the 5-year-old retailer recently unveiled its highly anticipated NYC flagship. This expansion comes on the heels of two successful holiday pop-up experiments in the Big Apple, in addition to storefronts in Seattle, Bethesda and Dallas.
According to Glossy, consumers have spent $1.3 billion on natural products in the past year, which is up from $230 million in 2013, accounting for more than 3% of the total U.S. personal-care market. Competitors include Sephora, which recently pushed a “Clean at Sephora” initiative, and CAP Beauty, which boasts a wellness-focused product line. Currently, clean beauty shoppers at Follain’s New York location have access to more than 70 brands and 600 products primarily in the skincare and makeup family.
“There’s a ton of clean beauty here in New York already, so I wasn’t sure from the outset that we needed to be there, but when I looked at the interest, I couldn’t deny it, said Tara Foley, Follain's founder and CEO. “The store is a third of the size of our other locations, but we brought our full skin-care range here because that’s what the New York customer, who has been shopping with us in the pop-ups and online, wants.”