Bricks and mortar for theBalm

Cruelty-free San Francisco based cosmetics brand theBalm has opened its first bricks-and-mortar store in a 733sqft space at 788 Valencia Street in the city’s rapidly gentrifying Mission District.

The district, known locally as The Mission, is currently known more for food retail than cosmetics, with TheBalm’s neighbours including The Abbot’s Cellar, Dandelion Chocolate and Tacolicious.

TheBalm’s founder Marissa Shipman says she chose the area over the more conventional Fillmore Street district due to its slightly edgy feel. The new store will stock 188 skus and offer services such as facial waxing at the Get Your Wax On station, from $8, and custom building of eyeshadow palettes at three separate Eyeshadow Bars.