Follain Teams With Fivestory on Clean Beauty Pop-up

Follain is setting up shop at Fivestory. The clean beauty retailer has linked with the luxury goods boutique on a two-room, 1,200-square-foot pop-up shop that comprises Fivestory’s entire third floor. The space houses 200 of the clean beauty products Follain sells on its web site and retail stores, from about 50 brands, including Vintner’s Daughter, Josh Rosebrook, True Botanicals, RMS Beauty and more. It opens on Oct. 19 and will run through the end of January. The pop-up was born out of Fivestory owner Claire Distenfeld’s own entry into the natural beauty space. About two years ago, she told WWD, she rid her food and beauty routine of “toxic ingredients.” She found Follain, which aside from its e-commerce site operates two stores in Boston and a seasonal pop-up on Nantucket, Mass., through a friend’s recommendation. “I was very overwhelmed and found that people were throwing around terms like ‘natural’ and ‘organic…[at Follain] there was a sense of ease, like the work had been done for me.” Prior to Follain, Distenfeld has brought beauty to Fivestory. “We never had the space or the expertise in beauty — I easily could have put in my top 10 brands in the store, but

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