Beauty arranged in routine fashion

One thing you’ll notice about Roven, a multibrand beauty boutique that opened in Venice in October, is that it’s laid out differently from traditional beauty stores. Instead of aisles stacked with products by brand, Roven cofounder Nicole Farb arranged options by morning routine. Therefore, the space starts with cleansers and cleansing oils near the entrance before moving on to toners and moisturizers. Color cosmetics and fragrances are toward the rear of the shop.

There are some 30 brands carried by Roven in-store. Brands include Pai, Abel, Burt’s Bees, Lip Whip and Josh Rosebrook. The 1,500-square-foot space is the latest venture from San Francisco-based Grove Collaborative, a natural home products and personal care e-tailer, which reached a $1-billion valuation in September. The store is outfitted in soothing nature-inspired shades of sky blue and sunset orange. According to Farb, top sellers so far have included the Ere Perez Avocado Waterproof Mascara and Osea Atmosphere Protection Cream. Prices for items range from $12 to $150. Roven, 1132 Abbot Kinney Blvd., Venice, grove.co/roven