Birchbox, the company known for its beauty and grooming product subscription service, has just announced the opening of its first brick-and-mortar store in New York.

In the heart of Manhattan’s Soho district, Birchbox opened its first physical retail space on July 11. In addition to offering over 2,000 products from the company’s 250 partner brands, the boutique will regularly offer beauty and hairstyling workshops so that clients can learn from the experts.

“We have learned so much about how we can drive customers to change their behavior online, and we see an opportunity to extend into offline retail to evolve with our customer’s needs,” said Katia Beauchamp, co-founder and co-CEO of Birchbox, in a press release.

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Those familiar with the concept will be happy to find an in-person version of the e-shop, complete with their favourite cosmetics, while newcomers will be able to fill out a questionnaire to find the products that best fit their profile.

Finally, the brand’s famous boxes are still in the picture thanks to a “Build Your Own Box” area, where clients can choose five beauty and grooming products to include in their customised sampler. It’s enough to make the cosmetics counters of New York’s major department stores jealous.