The Make Up For Ever boutique on Robertson Boulevard in LA is a makeup lover’s paradise for pros and non-pros alike…
UPDATE: In January 2016 I bounced over to the Robertson MUFE boutique only to discover that it was closed! The options now – for consumers and pros – are to go to the MUFE Boutique in the Westfield Topanga Mall, or to go to Nigel’s Beauty Emporium where they have a large MUFE display inside their store.
At long last I made it to the Make Up For Ever (MUFE for short) boutique in Los Angeles! I was invited to the store opening, didn’t make it. Went to the “Pro Social/Mixer”, which was fun but a bit of a zoo. And finally after having a meeting in the same area (a section of Los Angeles I tend not to go to often) I finally said, “Let me just go to the store and see it for real this time.”. 4-ish on a Tuesday afternoon turned out to be a very good time to visit. The store was busy with clients in the artists chair, but not a zoo at all in fact I pretty much had the store to myself to look, touch and smell as makeup artists like to do.
The Make Up For Ever Robertson store is a wee little space that manages to be fully stocked with items and artists work stations without being cluttered and chaotic feeling. I am assuming that the store carries the entire line both of consumer and professional products, but I am not completely sure as unfortunately none of the artists were available to ask questions. One of the more interesting aspects of the store is that one corner is devoted to being the “Pro Atelier” area. Here they had out testers of all of the products in the store and a lighted, mirrored work area. It is described as an area for “research and inspiration” where artists can try out the products, sketch face charts if desired, etc. Apparently artists are also able to book time to bring in a client. Not sure how that would work exactly as I would guess that since this is the Make Up For Ever store they would want you to use all Make Up For Ever products. In any event I thought that was an interesting idea.
For the Consumer: Make Up For Ever prides itself on being an educational line meaning they hire trained artists (one of my former students, makeup artist Jenny Lee, is one of the artists at the Robertson boutique) who not only sell and/or apply product but teach their clients how to use the products and achieve the looks themselves. Robertson is a perfect location for this type of clientele. The Make Up For Ever boutique is located in a higher end shoppers row along side stores such as the big MAC “pro” store, Kitson, Michael Kors, Keihl’s, and the über hip All Saints Spitalfields. I think the store is very well suited for the upscale consumer.
For Consumers and Aspiring Artists: Being the educational line that they are, the Make Up For Ever boutique has a myriad of resources and workshops available. There is an additional space – known as the Pro Loft – located across the street from the store where one can book lessons, schedule a time to record a video lesson with a MUFE artist (so kind of like your own personal YouTube tutorial where you can see and replicate how the artist achieved the look they gave you), and access various other interactive teaching tools. For the aspiring artist: They have already opened one in NYC and I am willing to bet that it will not be long before there is a Make Up For Ever Academy in Los Angeles.
For the Professional: This boutique is – in my mind – clearly geared towards the consumer although there are some definite positives for a Pro artist at the boutique. Obviously the Backstage Pro discount is honored at the boutique. I am sure there will be a number of great continuing education workshops that take place at the boutique and/or the Loft and that Pro Atelier area is a very nice resource for professional artists. On the downside, however, is the location. Robertson is a bit of a nightmare. It’s fun when you have time to walk around and shop or what-have-you but if you need to quickly run in and get some things and run out, Robertson Boulevard is not the place. I was parked 5 blocks away. Presumably if you needed to have production services you could call the store in advance BUT quite honestly Nigel’s – at least right now – still has the full array of Make Up For Ever and as a professional I would just as soon go there. It is a pro shop located near all of the other Pro shops if you are hustling getting ready for a job, it is one stop shopping for professional supplies both makeup and hair, they are in a location that is easy to get to and from, they have parking, etc. The downside of going to Nigel’s instead of the new boutique is a ) the absence of a Pro Atelier area and b ) I do not know if any Make Up For Ever artists are still in residence at Nigel’s or if they have all moved over to the Robertson boutique.
UPDATE: Since posting this article I have confirmed that the MUFE Robertson store WILL handle Editorial Gratis fulfillment!!!
If you have ever gotten MUFE editorial gratis as a West Coast artist you know what a challenge fulfillment has been having to go through the NYC boutique. This is a MAJOR plus and a welcomed resource for the West Coast professional community.
In all I am glad I dropped by and I am really happy that Make Up For Ever opened a full boutique in Los Angeles. While we may be a different market from New York City, we are still a major mecca of shopping and style. The Make Up For Ever boutique will fit in quite nicely in its new neighborhood.
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