The clean beauty retailer is combining upscale design and a welcoming atmosphere to build a dedicated community of customers, both online and off

Tara Foley went from working in a corporate law firm and writing a clean beauty blog on the side to founding Follain, a boutique dedicated to introducing customers to clean ingredients and curating a high-quality accompanying product offering. After some successful pop-ups, Follain returns to New York with its first permanent storefront in the city.

In the sleek new space, Follain gives natural beauty an upscale makeover, elevating the category beyond stereotypes of being crunchy or ineffective, while remaining welcoming to customers of all kinds. PSFK caught up with Foley at her new store for a conversation about how she plans to prioritize community and consumer education to become a go-to retailer of clean beauty and personal care products.

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