Santa Monica-based clean beauty retail chain, Beautycounter, has opened the doors to their newest outlet on Abbot Kinney Boulevard in Venice, California. The store doubles as a livestream content studio.

With the arrival of this new Los Angeles store, Beautycounter, is blending a real-time, in-person shopping experience with the community-expanding reach of virtual livestreaming. The 684-square-foot Beautycounter store, located at 1410 Abbot Kinney Blvd, features a product-focused store in front, with the livestream studio in back.

In-store produced livestream content

Through this hybrid store experience, Beautycounter intends to bring their clean beauty mission to a wider audience by creating engaging in-studio shoppable content that can be viewed on multiple social channels, while simultaneously livestreaming on beautycounter.com/live. “From expert-led makeup and skin-care tutorials to advocacy-focused talks with industry thought leaders, Beautycounter’s newest store will be ground zero for engaging content that ties back to the brand’s pillars of safety, sustainability, advocacy, and, of course, game-changing clean beauty,” explains the retailer.

While a brick and mortar store is always helpful in bringing a brand to life, Beautycounter recognizes it can only reach so many people through a physical footprint; by adding a livestream component within the store, Beautycounter wants to invite people in their "doors" from all over the world. The store thus becomes interactive and shoppable for visitors near and far-building community during a time when physical connection is often limited.

Engaging consumers beyond the walls

"We want to invite as many people as possible into the world of Beautycounter, and through our new store with livestream shopping capabilities, we’ll be able to grow and engage with our community without limitation. As more and more people shop from home, live-selling is a way to reach and engage our community in an incredibly impactful and convenient way," said Founder & CEO, Gregg Renfrew. She added, "Our in-store studio is not just a store feature. We see it as the future of dynamic content and ecommerce selling."

The store was brought to life in partnership with the team at Mythology, who designed the physical space to allow for seamless shopping and filming. A screen displayed in the window of the store allows shoppers to watch the livestream show being shot inside the store, and a LIVE @ Abbot Kinney sign outside the store will illuminate, signaling to shoppers that live content is being taped.

The studio and store officially opened its doors on December 2, with new content in January, building upon the platform throughout 2021.