Remember when that New York Fashion Week makeup artist sort of implied that we don't know our way around a beauty counter in these parts? And we scoffed?

Well in case you needed any more proof that the clueless Seattle-style stereotype is over and done with (something we've certainly known for a while, but big brands are steadily catching on to), just look to the newest retail name on the block: Bluemercury.

Image via Bluemercury

The East Coast beauty brand opened its 49th location in U Village this week. Founded by Harvard Business School grad Marla Malcolm Beck and her husband Barry Beck, Bluemercury carries over 90 skincare and cosmetics lines including La Mer, Laura Mercier, Trish McEvoy, Bumble and Bumble, and more.

But what makes Bluemercury different than Sephora, you ask? Product knowledge, for one. Every staff member is educated on each in-store brand so they can make smart recommendations tailored to your needs and your budget. Atmosphere, for another. Because even though they're at half a hundred stores, Beck still approaches the brand like a small family business and wants each customer to feel that boutique-y, neighborhood-store vibe  .

"We really want it to be open, honest, and no pressure," Beck told us. "I've always approached the store from a customer's perspective. Makeup and skincare shopping can be intimidating, and our goal is to make it comfortable and fun." Read: No one's going to try and talk you into a $750 eye cream if that's out of your range; staff won't laugh at you for not knowing what EE cream is (and they can actually explain it); and no one is working for commission.

I could go on about the in-store spa services; Beck's amazing naturally formulated, scientifically based skincare line M-61; or the complimentary gift-wrapping, but you really ought to experience it for yourself.

Stop by the grand opening this Saturday, April 26 from 10 to 7 for free mini-facials and makeovers. The first 100 guests will receive a bag of deluxe samples.

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