The clean beauty retailer is planning to open 10 stores across the U.S., some of which will be "lifestyle centers" with restaurants and fitness studios

Boston-based clean beauty marketplace Follain is expanding its physical retail operations to include 10 more stores across the U.S. The retailer, which launched in 2013, shifted towards a digital presence last year, with an expert blog covering a vast array of beauty topics and standard shipping nationwide. But Follain now plans to complement its online presence with a wide array of in-store services. The brick-and-mortar spaces planned for Bethesda and Seattle will be “lifestyle centers” featuring emerging brands, restaurants and fitness studios. The company will also continue to host pop-up experiences.

Thanks to its successful digital venture, the company has gathered data on what its customers are looking for, which it will use when setting up the new physical stores. Aesthetically speaking, the decor is going to be modeled after the website, with a clean and Instagram-worthy feel. One of the things that sets Follain apart is expertise in curation. The selection of products includes major clean beauty brands, but only the products that each brand is best at making. Before any product hits shelves, it goes through a five-step approval process, which includes careful research and testing. This will continue as the retailer expands its physical storefronts.

Follain’s plans will solidify its hold on the clean beauty market, it is already the biggest enterprise of its kind, with the most physical stores available. It currently has locations in Washington D.C., Boston and Nantucket, MA for the summer.

Follain


Lead Image: Follain via Facebook

Boston-based clean beauty marketplace Follain is expanding its physical retail operations to include 10 more stores across the U.S. The retailer, which launched in 2013, shifted towards a digital presence last year, with an expert blog covering a vast array of beauty topics and standard shipping nationwide. But Follain now plans to complement its online presence with a wide array of in-store services. The brick-and-mortar spaces planned for Bethesda and Seattle will be “lifestyle centers” featuring emerging brands, restaurants and fitness studios. The company will also continue to host pop-up experiences.