The Crazy Instagram-Themed Beauty Store in NYC

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Instagram has done amazing things for personal style #Inspo - just think of all the ideas you get from brand accounts, fashion bloggers and #OOTDs. And speaking of hashtags, that's exactly what the shop is named after - yes, it's called #.

Inspired by the way that awesome beauty products are discovered through social media, Richard Parrott, the owner of Ricky's NYC beauty empire, opened the 'Gram-themed shop in Soho, NYC in August.

As Richard told New York Magazine:

When you search "hot makeup" or "best makeup brush" on a search engine, you're going to be shown what the algorithm is programmed to show you, whether someone paid for it or it has the most unique content. I started finding out who's talking about what by searching through social media. It's a bit more believable because it's real people talking about real products that actually work. That's the beauty of the information age: Everything is at your fingertips. If you don't know what's hot, you're not paying attention.

The shop contains loads of brands worth checking out that have already earned some attention on Instagram, including Dose of Colors (run by Instagram beauty maven @MakeupByAnna), Morphe Brushes, Violet Voss and NuMe. Many of these are products are hard to find, so picking up a new Dose of Colors lipstick at Richard's new shop will def earn you beauty cred in your squad. Some of the products have also been made famous by celeb fans, like Cocoa Brown by Marissa Carter self tanner from Ireland, which Kylie Jenner raved about on Instagram.

While you can shop these brands from anywhere, you might still want to take a trip to New York to check out #: There's a cool selfie station - complete with props, duh - as well as touch screens to stream YouTube tutorials in store, so you can scope out just the right eyeliner to nail that winged eye look you saw in your fave beauty vlogger's video.

##⃣ #morphe #morphebrushes #tiekwondo @mac_daddyy thanks for a great event last night. Come back soon

A photo posted by Richard Parrott #⃣ (@rpnyc) on


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