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Benefit Cosmetics Opens New Downtown NYC Digs

Benefit Cosmetics Opens New Downtown NYC Digs


For all of you die-hard Benefit babes out there who have been forced to seek refuge at one of the brand's salons on the outskirts of Manhattan, cool your heels: their Big Apple boutique is officially open for business. With the debut of their West Broadway outpost, city-dwellers and tourists alike can get their makeup done, lashes tinted, and legs waxed to silky-smooth perfection. Last night marked the grand opening of the cosmetics giant's SoHo duplex — Benefits's signature girly decor of kitschy pop art, cheeky pink vanities, and glamorous chandeliers drew us in, but it's their famed brow shaping and grooming services that will keep us coming back. Don't forget to stock up on goods-to-go like the iconic rose-hued lip and check stain ($29) and our latest makeup obsession, the They're Real Mascara ($22).

Visit the 454 West Broadway shop today and stay tuned for two additional stores popping up around New York City soon.

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