---
title: Clean Beauty Company Follian Invading Brick-and-Mortar Retail
description: With storefronts in Seattle, Bethesda, Dallas and now NYC, Follian is dominating the physical retail space in the name of clean beauty.
image: https://connect.regencycenters.com/hubfs/26734254_826391030865136_3566099726440618984_n.jpg
---

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# Clean Beauty Company Follian Invading Brick-and-Mortar Retail

[Regency Centers](https://connect.regencycenters.com/blog/author/regency-centers)

[Retailer News](https://connect.regencycenters.com/blog/topic/retailer-news) November 6, 2018

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When it comes to the ever-evolving beauty industry, the current trend lies in clean, green products — and [Follain](https://follain.com/) 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.

![Inside Follain beauty store with merchandise displays and silver stools at counter](https://connect.regencycenters.com/hs-fs/hubfs/26734254_826391030865136_3566099726440618984_n.jpg?width=960&name=26734254_826391030865136_3566099726440618984_n.jpg)According to [Glossy](https://www.glossy.co/beauty/why-clean-beauty-brand-follain-is-betting-big-on-physical-retail), 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](https://www.sephora.com/), which recently pushed a “Clean at Sephora” initiative, and [CAP Beauty](https://www.capbeauty.com/), which boasts a wellness-focused product line. Currently, clean beauty shoppers at [Follain’s](https://follain.com/) 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.”

Learn more about Follian [here](https://www.glossy.co/beauty/why-clean-beauty-brand-follain-is-betting-big-on-physical-retail).

Photo credit: [Follian](https://follain.com/)

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