January 18, 2021

NYC Beauty Maps Out City’s Retail Scene

From department stores to pop-ups, heritage brands to niche labels, the New York beauty retail scene offers a multitude of options spanning all categories. With new stores popping up every season, Laura Peruchi saw a need for a comprehensive shopping guide for the New York beauty addict.
Thus the Brazilian beauty blogger came up with the idea for NYC Beauty, a mobile app that maps out New York’s beauty retail scene across the five boroughs.
“I realized that people only go to drugstores and Sephora,” Peruchi said on what led her to launch the app, which she cocreated with her husband, Thiago Ghisi, who works as a software engineer. “My readers are always asking me where to find products and what beauty stores to go to.”
Because she had been receiving these kinds of questions from her followers since she moved to New York in 2014, Peruchi first put together an e-book at the end of 2015 with roughly 80 beauty stores to serve as a beauty shopping guide. Quickly realizing that this wasn’t the most optimal way to have an updated reference, Peruchi took the information and created the app, which now consists of 92 stores and is routinely updated with new

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