Follain Focuses on E-commerce

NEW YORK — Follain is on a mission to help beauty shoppers find the best nontoxic products for their skin type. The Boston-based beauty emporium — there are two outlets there, as well as locations in New York and Nantucket — specializes in nontoxic brands such as May Lindstrom, Tata Harper and RMS Beauty. Founder Tara Foley opened the first location in 2013, shortly before the natural beauty wave hit. As consumer demand for nontoxic products has risen, Foley sensed that shoppers were frustrated with the process of determining which clean products — particularly skin care — were right for their skin type. “If a woman walks into a competitor store or an Anthropol0gie, they’re looking at a sea of clean beauty products and they have a difficult time finding the best things for their skin,” Foley said. “Often they select the wrong product for their skin type and they say, ‘OK, this clean product doesn’t work,’ and they make a decision about the entire [category]. That hurts clean beauty as a movement.” Foley is launching her solution this week — a revamped web site complete with a “matchmaker” tool that quizzes shoppers on their skin concerns and desires, and then uses that data

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