Cheryl Shops

In my neighborhood alone, there are several beauty retailers to choose from—everything from big guns like Ulta and Sephora, to single-brand fragrance stores (Atelier Cologne and Le Labo), clean beauty (Credo), and super luxe  (SpaceNK). For a beauty junkie like me, the more the merrier, which is why I was eager to check out the latest addition to my neighborhood, Bluemercury. Owned by Macy's, this very boutiquey chain is ramping up its presence in the Bay Area; the location nearest me, in Laurel Village, was one of nine new stores that opened last week alone. But what makes Bluemercury different from other stores, and why should you shop there?