Manufacturers & Distributors

MODERN EXCLUSIVE: Beauty Collection Continues to Expand with New Manhattan Beach Location

Anne Moratto | October 1, 2015 | 9:24 AM

Shawn Tavakoli, CEO of Beauty Collection, a prestige beauty retailer with several brick and mortar locations in Southern California and an online store at, recently opened a new location in Manhattan Beach, CA.  MODERN SALON attended the opening, speaking with Beauty Collection employees and, later, via email, with Tavakoli, about what makes shopping at Beauty Collection a special experience.  

"The physical store fronts suffered with the dot com boom so we are committed to upping the level of service," says Kimberlee Aiello, Store Manager, "When you walk into a Beauty Collection store, it's like walking into a friend's home.  We welcome you, we sincerely love talking about beauty and the experience is consistent no matter which location you visit."

The Director of Stores, Daniel Osuna, says the Beauty Collection customer recognizes--and appreciates-- this elevated level of product knowledge. "Our Beauty Collection store employees receive formal training once a week and throughout the week, we do 'blended training' where a brand is present in the store to provide both consumer support and to familiarize our employees with their line."

Tavakoli offers insight into how he and his team are working to fulfill the brand promise to be beauty curators:

MS: What is your business and beauty background?

ST: I had an early start in the beauty industry. My parents built and managed a successful store in Los Angeles where I worked through high school and college. After five years of working as a CPA, I returned to the business and in 1997 opened my first store in Calabasas, California.

MS: Where was the first Beauty Collection store?  And what were you seeing in the market that told you it was a good decision to open it?

ST: In Calabasas, CA.Growing up I worked for my parents to put myself through collage and help support their business. Being that I grew up in the beauty industry and my mother was a manicurist, it made sense that I open a one-stop destination for beauty. It had to be unique and that is why I incorporated the skin and hair services on site.  

MS: How many brands are on offer in your stores and how is the brand selection determined?

ST: Over 800 brands and growing. With the mantra "Curators in the Art of Beautiful," this new store will feature high-end niche brands including Bumble & bumble, House of Creed, Moroccanoil, Smashbox, bareMinerals, Lippmann, Epicuren, Natura Bisse, and more.

MS: Who is the Beauty Collection customer?

ST: Anyone who is seeking to have a great experience and to make a well informed decision on their beauty needs….that is our customer. They look to  Beauty Collection to discover prestige and masstige brands that fit into their everyday life. The hair and skin services is an added experience as this caters to their busy lifestyle.

MS: You also offer beauty services in your stores—how does this complement product sales?

ST: Our products are always incorporated in all services/treatments. Our clients  can expect nothing less than a great variety of brands, skin/makeup, hair experts and superior spa treatments. Our stores boasts a more intimate beauty environment without compromising the traditional setting that keeps valued customers coming back.

MS: Who do you consider your competitors and how do you position yourself in regards to them?

ST: Our competitor is any retailer of beauty and lifestyle products. We focus on offering the very best in products both niche and widely sought after, our customer experience, advanced knowledge of the products we carry, provide customer events and offer a stellar loyalty program.

MS: After this new location in Manhattan Beach, are there any more plans for expansion?

 ST: There are ALWAYS plans for expansion. It is about the right place for both Beauty Collection and our future customers. Stay tuned!

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