Imagine a world where you can like a beauty product on Instagram and receive it in your hands instantly. Ok, maybe not instantly, but New York City based retailer Ricky’s has found a way to bring your favorite Insta-famous to the shelves of their new store “#” (pronounced hashtag) located at 489 Broadway in Soho.
Brands like Hairfinity, BeautyBlender, NYX, Morphe Brushes, Makeup Eraser and Tangle Teezer are just a sampling of the 20 brands you can find at #. From testing products before you buy to streaming YouTube tutorials with a touchscreen TV, # is not your regular beauty store, it is an experience.
“The reality of business nowadays is you can’t just be brick and mortar and you can’t just be online, and you can’t just be social media,” said Richard Parrott, president of Ricky’s NYC. “We’re combining all three to make it into that experience that’s interactive, it’s extremely cutting edge, it’s on trend, and it’s so much fun.”