Die-hard beauty fans can now test and purchase products from their Instagram feeds in one IRL location

Ricky’s NYC, a chain beauty store with a mix of indie and established brands, opened a concept cosmetic store called “#” (pronounced “Hashtag”), which sells 20 beauty brands made famous by Instagram. The store features eclectic brands like Cocoa Brown, LASplash, Makeup Eraser and Sugar Pill.

The idea for # was developed in response to consumers who were interested in obtaining social media-famous brands outside their online community Read more…

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An IRL place to buy the Internet’s most popular makeup