Pharm out your look
CVS’ beauty department now boasts pro hairstylists and makeup artists to deliver on-the-go glam
B
EAUTY is in the aisle of the beholder.
The most convenient place to get glam this holiday-party season is . . . a Times Square CVS?
The on-demand beauty service Glamsquad, known for dispatching pro hairstylists, manicurists and makeup artists to the homes of beauty lovers nationwide, now has outposts, called GSQ by Glamsquad, at CVS stores. Its Times Square location is the first in NYC, and in coming weeks, it will open in stores on 34th Street and three more in Queens. By the end of the year, there will be 49 GSQ’s across eight states.
I recently tried out the new services, which can be booked online ahead of time and are pretty reasonably priced at just $20 for dry hairstyling and $35 for a full face of makeup.
Upon entering the secondfloor makeover station of the pharmacy chain at 1619 Broadway, near 49th Street, I was impressed by the setup: The sprawling space had a whole wall of makeup brands I’d only seen on Instagram ads, shelf upon shelf of different face masks, and skin-care products galore. I was still taking it all in when two beauticians sat me down in front of a giant mirror and started my makeover. I requested a “clean” and “festive” look for a holiday party, and let them go to town.
I’ve never had my makeup done before, and my nerves were soon soothed — the place was not intimidating. The fluorescent lights were garishly bright, and yes, I was sitting just a couple of feet from where other customers were picking up prescriptions. But none of the shoppers paid me much attention, even as the artists curled my eyelashes with a barbaric-looking metal tool I’d never tried before.
Despite my mild fear of the curler, the experience was quicker and far more comfortable than an eye exam. And my lashes did look longer! I was also pretty into the eyelash comb that came with the curler, which you run through mascara’d lashes to remove clumps and further lengthen them. The artists sent me on my way with the curler and comb set ($12.99), and I actually think I’ll use it at home.
After about an hour of primping, I swiveled around to see the results in the mirror. My previously straight (and admittedly flat) hair was bouncy and full thanks to some awesomely strategic twirls of a curling iron and texturizing spray. I looked like a “Mrs. Maisel” extra — a look which I wasn’t going for but was delighted to have.
As someone who usually goes makeup-free — I wash my face, slather on some eye cream and moisturizer and walk out the door — the smoky eye and red lip I got was rather shocking, both to myself and to co-workers who saw me at a later cocktail party.
One colleague, who I see in the office every day, thought I was someone’s plus one!
The amount of head-turning glam I got for the price of the services — $55 for a full look in less than an hour — seems totally worth it. And the ability to buy the products the artists used, mostly for under $15, is a major plus.
So for anyone looking to quickly turn their end-of-theworkday face into a “who’s that girl?” moment for a holiday soiree, they’d be hard-pressed to find a faster, cheaper way to get glam — so long as you’re not queasy about getting your brows filled while strangers buy decongestants nearby.