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e.l.f. Beauty is expanding in New York City


OAKLAND, Calif. -- e.l.f. Beauty is expanding its footprint in the New York City area with a new store north of Union Square.

The 520-square-foot store is located at TurnStyle, the underground marketplace located below Columbus Circle at Eighth Avenue, between 57th and 58th Streets.

e.l.f. Beauty, known for its range of prestige-inspired cosmetics and community of nearly 30 million fans, officially opens doors at its TurnStyle location on Friday, Nov. 18, with consumer festivities through Nov. 20.  The opening weekend will feature a complimentary lash bar, product with purchase, and gift cards for the first 50 people to arrive at the store each day.  

"We are thrilled to continue our expansion of e.l.f. stores, which allow us to drive engagement with our consumers, and help them connect with one another and celebrate their love of makeup.  Each new opening helps us fulfill our mission to make luxurious beauty accessible for all women to play beautifully," said John Bailey, president and CFO. "We look forward to providing our makeup enthusiasts with another store environment where they can explore a broad assortment of e.l.f. products and experiences."

e.l.f. Beauty will be joining other retailers at TurnStyle, including Marc Tetro, Posies Bouquet Bar, Mulberry & Grand, Specs New York, Spectre & Co., Arth, Vu Frameworks, Lush, Papyrus, Cellairis, The New Stand, Project Kit's Underground Wines & Spirits and Dog & Co.


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