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August 1 2014

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duane reade, officially part of the green movement

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Smoothingmoisturizer

On a recent trip to Duane Reade, I was stopped in my tracks by what seemed like some kind of beauty mirage. There, taking up prime real estate at the end of the skincare aisle, was a bounty of creams, face washes, lip balms, and body butters from niche natural companies typically found in health food stores—not the sort of products I associate with a mass-market pharmacy. While the New York metro-area drugstore has stocked Burt’s Bees for a while now, DR recently upped the ante with offerings from J.R. Watkins, Alba Organics, and Befine, the vegan skincare line that you could literally eat, if you were in the habit of consuming soap (to each her own). Most surprising to see, though, was the cult Israeli Dead Sea line, Ahava, which is typically hard to find stateside, let alone at your neighborhood pharmacy. The mere presence of the brand suggests a new “aspirational” stocking approach—to which I say kudos: Being able to buy toothpaste and specialty products in the same trip is a huge bonus. Fingers crossed DR buyers stumble upon Jo Malone next.

Photo: Courtesy of Ahava

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