Beauty Store Business magazine - November, 2019

Beauty Collection

Beauty Collection to Open a Boutique in Marina del Rey, California

Beauty Collection's sixth brick-and-mortar site in Southern California will be in Marina del Rey. The grand opening has been set for May 14.

It will be a 2,100-square-foot boutique at 4722 Admiralty Way (90292). The same services (facials, massages, waxing bar, makeovers, etc.) and key beauty brands (with just a very few exceptions) will be offered as the regional salon/spa-store chain's other sites in Manhattan Beach, Corona del Mar/Newport Beach, Malibu, West Hollywood and Calabasas.

Features: Mr. Retail—Shawn Tavakoli of Beauty Collection

With four locations and growing, Beauty Collection is making its mark on the beauty-retail landscape thanks to strong brand partnerships, in-store events and a super-savvy Web presence.

Though Shawn Tavakoli, CEO of Los Angeles-based Beauty Collection, was born into the beauty biz—both of his parents were involved in the industry—he originally became a CPA fresh out of college. But when he finally surrendered to the lure of beauty, he was ready to make a splash. Since opening his first Beauty Collection in 1998, the business has been able to grow to four locations—with another two on the way this year—while keeping customers enthralled through its online and social-media presence, special events and carefully curated product selection.