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August 23 2014

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Make Up For Ever Goes West

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Make Up For Ever founder makeup artist Dany Sanz is known for innovations that range from specialized foundation that is nearly invisible to pore-scrutinizing HD cameras to eyeliner so waterproof that synchronized swimmers swear by it. And while Sanz’s professional line became consumer-friendly about ten years ago when it got prominent placement in Sephora stores worldwide, the brand has never had a real home to call its own in the States. That’s all about to change, though. After cutting the ribbon on a pop-up shop at the Sephora store on Broadway in New York earlier this year, the brand will open the doors to a new West Coast flagship on Robertson Boulevard in Los Angeles this week. The 1,300-square-foot boutique officially opens on Friday, and in addition to signature aesthetic touches like hot-pink neon signs, black brick, and colorful photos of body-painted Parisian models, shoppers can create custom palettes out of the more than 1,400 products that line the shelves and then see the pigments’ potential color combinations brought to life on a touch-screen Smart Board the size of a large TV. The space is also crawling with experts who provide 30- to 60-minute beautifying sessions, which, in a store exclusive, can be recorded and downloaded to a USB drive for future reference. “Our customers are always saying to our artists, ‘I wish I could take you home and have you do my makeup every morning,” says Michelle Carroll, MUFE’s Executive Director of Sales. “We wanted to offer them that experience.” For the visual learners of the world, this just might be the ticket to finally figuring out the secret to crafting a truly legit smoky eye in the comfort of your own home.

Make Up For Ever, 132 S. Robertson Blvd., Los Angeles; www.makeupforever.com.

Photo: Courtesy of Make Up For Ever

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