I’m calling it: West Hollywood is becoming L.A.’s beauty mecca. Scent Bar, a fragrance shop on Beverly Blvd., has been a longtime staple for diehard perfumistas and Aesop is bringing their old world Aussie oils and lotions to nearby West 3rd Street later this month. Murad’s flagship store, which opened last week, rounds out the bunch.
Dr. Murad’s 1200-square-foot shop is filled with the brand’s scientifically-created reparative and anti-aging treatments for all skin types and tones. Education is the reward and an apt description of the experience. You can pop in for a complimentary skin health analysis and a trained specialist will offer in-depth insights into what types of products would best meet your current skincare needs and provide tailored product applications. If you’re ready to face the good, bad, and ugly, try Murad’s proprietary YouthCam, which is a state-of-the-art skin analysis system that uses a super-high resolution camera to evaluate your skin’s health from beneath the surface. It’s not for the faint of heart.
I stepped in front of the sophisticated lens, which takes a snapshot of your face and looks at six skin health markers prioritized by Dr. Murad—hydration, fine lines and wrinkles, pigmentation, redness, acne, and pore visibility. A specialist prints out three images of your skin (representing today, future, and potential) along with customized product recommendations. My results were interesting; I saw way more age spots than I thought I had and micro fine lines that are creeping up faster than I hoped. I’m doubling up on the SPF and retinols as I type this.
What I found most interesting about the retail concept shop is how different the experience is from shopping at Sephora or a department store. Dr. Murad says his aim is “to provide customers with a highly personalized, engaging, and informative experience at every touch point. It is an immersive experience that we hope will help us learn more about our customers”
Beauty is all about stress management according to the good doc. There’s even an interactive wall in the salon that showcases pop art-inspired pieces painted by Murad himself. He seems to be genuinely more concerned with communicating the need for less stress than explaining the process behind his treatment. “This feature serves as a reminder of the role artistic expression can play in helping people reduce stress and find a path to their healthiest, happiest selves,” he says of the art.
Soon, Murad will launch Youth Builder Bodycare, a new line of specialized products that address the most prevalent body-aging concerns including uneven skin tone and texture, loss of elasticity and firmness, and dehydration with the use of botanical extracts.
A native Angeleno, Nav is a Leo, hates cilantro, and has been testing beauty products for print and digital magazines for nearly a decade. She spends her days working in media and strategy and her nights sniffing out slightly quirky yet impeccably pretty things along with her German Shepherd, Le Tigre.