Your Favorite Online Cleaning Brand Has Opened A Non-Toxic Beauty Shop in Venice

The City of Angels is truly becoming a playground for living clean and green. The latest to join L.A.'s conscious retail therapy scene is Roven, a just-launched clean beauty concept from Grove Collaborative, the online subscription service for healthy home products. (If you've even so much as Googled "eco-friendly cleaner," chances are you've already gotten hooked by the certified B Corp's cleaning set deals from your very on-target Instagram and Facebook ads.)

But wait, there's more: In addition to launching online today, Roven is also shoppable IRL right now on Abbot Kinney, where its wellness-focused flagship offers a selection of 40 non-toxic beauty brands. Landing in Current/Elliott's former shop next door to RYU, the approximately 2,000-square-foot boutique stocks skincare, body products, cosmetics, fragrances, and beauty tools from independent and cult-favorite labels who's ditched filler ingredients in favor of effective, cruelty-free, and plant-based formulas.

That means you can expect to shop cleansers from Pai, gentle face scrubs by Rooted Beauty, serums from Josh Rosebrook and Kari Gran, moisturizers from Osea and Lavido, reef-safe sunscreen by Coola and Beauty by Earth, treatments by Loli Beauty, sheet masks by Acure, calming oil by Weleda, and much, much more.

As far as makeup, on offer are products for eyes, lips, and face from RMS, Clove + Hallow, Alima Pure, Vapour Beauty, Burt's Bees, and Olio E Osso, as well as perfumes and body sprays by Abel and Good Chemistry.

Naturally, every corner of the shop is 'grammable — no surprise, given that the trippy nature-inspired interiors were designed by immersive retail guru Robert Storey (who's dreamed up spaces for Stella McCartney and Hermès) and sustainability-focused architect David Hertz.

In conjunction with its launch, the new beauty retailer is also rounding up a team of dermatologists, celebrities, makeup artists, and beauty experts for its Better Beauty Board, starting with Dr. Caroline Robinson, actress/singer/dancer Julianne Hough, and Roven co-founder Nicole Farb (who previously founded video community Darby Smart, which was acquired by Grove earlier this year).

The well-appointed group will be tasked with vetting every product before it hits digital and real-life shelves, ensuring that all merch abides by Roven's strict standards. A few of those rules include abiding by the United Nation's 10 principles, offering full toxicology reports and safety documentation, and never testing on animals.

In a statement, Farb explains: "The beauty shopping experience should celebrate women in all our forms, but instead, it has become one that often focused on driving the industry's next trend, making women feel bad about themselves or implying there is a wrong or right way to do things. Roven is committed to changing the conversation around what beauty can be, from self-doubt to self-celebration."

Take a peek inside the dreamy new boutique and scroll through the gallery above, and see below for the exact address.

Roven, 1132 Abbot Kinney Blvd., Venice, 90291