Cheryl Shops at Bluemercury

In my neighborhood alone, there are several beauty retailers to choose from—everything from big guns like Ulta and Sephora, to single-brand fragrance stores (Atelier Cologne and Le Labo), clean beauty (Credo), and super luxe (SpaceNK). For a beauty junkie like me, the more the merrier, which is why I was eager to check out the latest addition to my neighborhood, Bluemercury . Owned by Macy's, this very boutiquey chain is ramping up its presence in the Bay Area; the location nearest me, in Laurel Village , was one of nine new stores that opened last week alone. But what makes Bluemercury different from other stores, and why should you shop there? The...