Shopping for makeup is a massive undertaking simply because the options are endless and usually require more than a few minutes of browsing. You’ve got to swipe and swatch when you want something that actually matches your complexion and somehow stay under a reasonable budget. Eventually, patience runs thin as we settle for products that we like instead of love. The cycle is sad and completely unnecessary; especially if you’re someone who swears by a makeup beat before running out the door.
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Now, we obviously love our bigger beauty destinations, but Bloomingdale’s is proving to be serious competition with its new “Glowhaus.” Described as a “beauty happy place,” the new skin, hair, and makeup oasis, located inside Bloomingdale’s stores, carries the millennial-centric brands you’ve probably seen all over your Instagram feed. Besides the fact that everything stays under $100, the space also comes equipped with well-lit tables that customers can use to play with the products of their choice.
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In other words, this isn’t your average makeup counter and since the brand range is curated to be expansive, but not completely overwhelming, we guarantee you’ll walk out with at least a handful of things. We’ve already done a deep dive into the online version of the new store and unearthed 12 buzzy brands that deserve a lot more love. Shop our 12 favorites below.
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