Beautycounter's First Shop in Venice Is Also a Clean Beauty Content Creator's Paradise

Earlier this summer, Beautycounter gave Angelenos a peek into its first store with a serum-filled walk-up window on Abbot Kinney. Clean beauty buffs can finally step into the rest of the non-toxic beauty brand's Venice boutique, which officially opened last week.

The 684-square-foot space is much more than a basic brick-and-mortar shop. In addition to stocking the Santa Monica-based company's full line of safe and sustainable skincare and cosmetics (all formulated without the 1,800 potentially harmful ingredients on Beautycounter's Never List), the boutique's interactive live-streamed sessions — think makeup tutorials and thought-provoking panels with industry insiders— allows online shoppers to tap and buy featured products in real-time.

As far as inventory, expect to find skin care best-sellers ($24 to $89) such as the Counter+ All Bright C serum, Countertime Tripeptide Supreme cream, Countermatch Adaptive moisturizing lotion, Countersun SPF30 mineral sunscreen, and more alongside essences and toners, bath and body products, and the recently-launched Counterman line.

There are also plenty of cosmetics crowd-pleasers including the Sheer Genius conditioning lipstick, Brilliant brow gel, Skin Twin Featherweight foundation, and Dew Skin tinted moisturizer, as well as liquid and pencil eye liners, mascara, eyeshadow palettes, makeup brushes, and more. Customers with empties can also drop off their used products for proper recycling.

Tech-driven creative studio and frequent collaborator Mythology dreamed up bright white beauty haven, which was designed for optimal content creation. A "Live @ Beautycounter" sign outside will light up when filming is taking place, and a screen on the front window allows passersby to watch the livestream.

The space also features copper fixtures (which were also selected for their "natural antimicrobial properties and sustainability," says the brand) and a vintage 1938 phone-turned-virtual assistant that connects conscious shoppers to their local Congressperson to ask them to advocate for better beauty laws in the name of safety. (Fun fact: 1938 was the last year that the U.S. passed major cosmetics regulations; a stark contrast into notoriously strict Europe.)

In keeping up with the times, the store offers touch-less checkout, plenty of hand sanitizer stations, and curbside pickup. Staff will also be limiting capacity and allowing for six-foot distancing.

The store joins Beautycounter's outposts at Denver's Free Market and in New York's Nolita neighborhood. Take a peek inside the shop and see more photos in the gallery above, and see below for the address and hours.

Beautycounter, 1410 Abbot Kinney Blvd., Venice, 90291; open daily from 11 a.m. to 7 p.m.; (310) 560-0896