Sustainable Beauty Pops Up In Soho
Tucked away on a quiet street in Soho, in lower Manhattan, there’s a new green beauty popup that you will not want to miss. It will only be up through February 15, so if you are in New York City or plan to visit, hurry on over.
An annex of Lurkshop, the go-to green beauty boutique on 28 West Water Street in Sag Harbor, the pop up—Lurkshop @ Birdie + the Boy—is a lovely little aerie at Michele Varian, 27 Howard Street, created by Lurk founder Anne Sanford, who brings an artfully curated selection of authentic, natural and organic boutique beauty brands to New York City.
Several are available here for the first time, and the selection includes a few of my personal favorites like Kypris, Josh Rosebrook, Laurel Organics, Lotus Wei and, of course, the pioneering natural fragrance brand, Lurk fragrances, featuring the new EDT collection designed by Sanford herself. After visiting the shop, I spoke with Sanford to find out a bit more about what was so special about Lurkshop @ Birdie + the Boy.
RB: What is the concept?
AS: We want to give people tools and inspiration to start the new year with a fresh focus on a clean beauty regimen, wellness, health as well as creativity. The shop also features a collection of sustainable, artisanal jewelry, bags and accessories for the home.
RB: Why do you think pop-ups are so popular right now?
AS: Pop-ups are fresh and fun, and because they aren’t permanent, there’s added excitement. The air of impermanence gives the pop-up a different priority- ranking in the psyche of the consumer. Pop-ups also focus on exclusive products and services and that is always a draw.They are spontaneous and add a bit of vibrancy to our daily lives, and that’s fun!!
RB: Why this one now?
AS: We love Jessica from Birdie + The Boy, her eye is impeccable. When she approached us and offered to host LURKshop as a pop up in her space, we jumped on it right away. It’s an amazing opportunity and the synergy is perfect.
We create and curate sustainable beauty and her focus is on adornments, jewelry, clothing and home goods that are handmade, sustainable and small batch. We felt we complemented each other beautifully. LURK was also conceived and created in SoHo so having the opportunity to be back here is very special.
Well, what are you waiting for? Shop. Here. Now. Michele Varian, 27 Howard Street, NYC.