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“Beautyque NYC is not only a place to shop. Before anything else, it is a place to learn about beauty, wellness and skincare and to discover new brands they connect to,” Sonia explains. “Too many times, consumers are influenced by trends or about what they should use or buy or do when it comes to beauty.” Sonia Khemiri and Sylvie Giret are disrupting the beauty industry by creating a new way to see beauty through community, celebrating femininity, elevating small brands, and using the magic of technology to create an experience even in the COVID pandemic. In our conversation we talk about their story, journey to the beauty industry and how the concept of no is not in their vocabulary. Not only are they are elevating small beauty businesses they are doing so with the intent for sustainability and growth for all. Beautyque helps brands with being seen, and testing and adjusting their messages to strengthen impact.

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