BLUEMERCURY RISING

THE LUXURY BEAUTY HUB OPENS ITS SECOND EAST END STORE IN LESS THAN A YEAR.

The luxury beauty hub opens its second East End store in less than a year.

“Where is my New York client in the summertime?” asks Barry Beck, cofounder and COO of Bluemercury, the posh beauty chain that is opening its 200th location this year. “She goes out to the Hamptons.” After a decade of eyeing the East End, Beck and his wife, cofounder and CEO Marla Malcolm Beck, decided to take the plunge, setting up shop in East Hampton last July. Now the duo is expanding into Southampton.

With Bluemercury shops popping up 10 blocks from one another in Manhattan, it’s only natural for the chain to offer the same accessibility in the East End. “In the Hamptons, people like to live in their own community,” says Beck, who predicts the new location will strengthen the East Hampton store’s sales, which are up 250 percent over projections.

Like its sister store, the Southampton branch of Bluemercury offers La Mer, Chantecaille, and skincare line M-61, plus a broad array of sun and haircare products. While both will open spas, the new store will have some unique offerings, including a program that focuses on natural brands, such as Indie Lee, One Love Organics, and Soleil Tojours.

And though each community is distinct, says Beck, “the Hamptons client is always on trend. She’s in the know.” 46 Main St., Southampton, 631-283-0255; bluemercury.com