Clean beauty pioneer Jessica Richards has closed her Shen Beauty Brooklyn store and will focus on the online business.
WHO: Brooklyn-based Shen Beauty was founded in 2010 by Jessica Richards as a neighborhood beauty haven in Carroll Gardens / Cobble Hill. Known for her curatorial lens, impeccable taste, and exacting standards, the retailer was ground zero for what's happening in beauty. After a decade in business, Richards moved the boutique to a bigger space with four treatment rooms and a separate area for makeup, brows, and lashes.
WHY: Richards shared the story of financial strain, mismanagement, unfunded loans, and employee theft that apparently led to the brick-and-mortar store's shutting with Beauty Independent: "In September, she shut down all of Shen’s ad spend and laid off most of her staff. All in all, she cut $90,000 a month in expenses from the business, but, because of lackluster sales, it wasn’t enough."
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