Shen Beauty came about because of a chance meeting between Jessica Richards and Jules Stringer at a sweaty concert. Jessica, who lives in Brooklyn, complained of not having anywhere in her neighbourhood to buy a decent moisturizer, Jules, a native Brit and a stranger to Brooklyn, was still getting her bearings in the Big Apple where she had re-located. The obvious question of "why not open a shop with a decent moisturizer" came about and after much researching, testing, pondering, pouting and skinny lattes Shen Beauty opened its doors in October 2010 in Court Street, Brooklyn. With Jules' career as a beauty journalist in the UK for the past 15 years and Jessica coming from a background of Vogue magazine, the partnership of BritUS culture and gorgeousness evolved into a lush pink and purple beauty haven full of the most divine beauty finds, some not ever seen on these shores before. "We didn't want to offer predictable beauty, we wanted people to discover something new and also something that would work" remarks Jessica. Jules was very keen to persuade some of her friends from Blighty to sell their ware exclusively to Shen and comments, "Amanda Lacey was an obvious call to make as she is one of the UK's top beauty therapists with a stunning and luxurious skin care range eagerly sought after so I knew the US market would lap her up. Also smaller but cult brands like Kate Logan and Mrs White's who handpick their ingredients and hand make every product just makes Shen a little more special." Hoping to avoid an atmosphere of painted dragons or an icy clinic, the ethos behind Shen is to provide a relaxed space where customers can source something new but still have everything on hand to re-stock their make up bag, and yet come back for more. From a heavenly Alex Rudolfo candle to new mascara from Brit make up artist Jemma Kidd, or a Mason Pearson hairbrush to organic cellulite oil for the body, Shen has all the necessities and luxuries to suit all price brackets. The name Shen comes from an Ancient Egyptian hieroglyph meaning "eternal protection of the earth" and so the aim is to keep beauty simple yet effective and as organic or natural as possible, better for you and better for the earth. Shen likes to meet certain criteria that both Jessica and Jules have tried, tested and absolutely loved each and every product in the store otherwise it won't go on the shelves. There is great pride in selling what they believe is the best in beauty and at all price levels to suit every customer whatever age. Shen have quickly gained a strong following at their boutique store in Brooklyn and are so excited to open their doors further a field to shoppers everywhere to enjoy their finely tuned selection of niche and cult beauty finds on the web. Enjoy!