What’s PureBeauty you ask? It’s a new haircare/skincare/cosmetics boutique that officially opens today at the Mall of America.

The newish concept shops will be taking over Trade Secrets everywhere, so you’ll likely shop there eventually. However, your incentive today to check out the new shop at the Mall of America is to meet Nick Arrojo from “What Not to Wear.” He’ll be there from 10 a.m. to 1 p.m. (In the above photo, he gave store manager Shelsie Tuhy a makeover…stop in to check out the final results.)

In addition to consultations, you’ll be able to enter a drawing to win one of two trips (for two) to New York where you get a makeover by Nick, hotel, airfare, and spending money. Just to sit in Nick’s chair usually costs $500, so that’s a great deal. You have through this Sunday to enter.

Back to the new store, you’ll find Arrojo products (available locally for the first time). along with Redken, Pureology (a vegan line) and other more unusual lines such as Ojon. As for skincare, they carry Dermalogica, Bliss, Perricone MD and Murad. Also there? Lippman Collection and OPI nail polishes, Jane Iredale and YSL cosmetics and the Clairsonic (one of Oprah’s favorite’s). Local companies the Thymes and Hollywood Fashion Tape are also represented. The educated staff will offer up product suggestions that aren’t biased by brands.

There is a small salon in the back where you can book services and a beauty bar with 15 minute treatments for $15.

While you’re there, sign up for their free Club Purebeauty incentive program and you’ll get a $10 discount for every $150 you spend. Plus you can try their Metrix analysis program for free. A computer analyzes in great depth your skin and hair types and suggests products that will work best for you. Seriously, you’ll know how many hairs you have per centimeter and exactly how oily (or dry) your skin is, thanks to computer (pictured below). Basically, you’ll know more than you ever wanted to know.

Anyway, I’ll have more details on the opening party, which was attended by the who’s who in the beauty world, including Nick… Just you wait!

Purebeauty, Mall of America (first floor, next to Nordstrom), 952-854-6496.

This entry was posted on Thursday, March 13th, 2008 at 7:10 am and is filed under Beauty tips, Daily StylePointers, Main, Sales & Events. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.