San Francisco

Marina Makeup Studio 'FaceWest' Debuts

Sisters and Marina residents Petra and Pavla Langer have opened their first cosmetics store, FaceWest, at 3236 Scott St. (near Chestnut).

FaceWest's focus is on makeup application and other beauty services. In addition to the shop's signature makeup application ($50) or special occasion makeup application ($85), FaceWest offers brow shaping and waxing, with lash extension service to be added later this summer.

FaceWest cosmetic studio. | photo: Petra Langer

Guests can book personal or private consultations with licensed artists on staff to learn more about what works best for their skin tone, coloring and skin type. The shop also hosts private parties for larger groups.

According to Petra, the makeup and skincare products at FaceWest—which includes lines like La Bella Donna, Blinc, and Image Skincare—are cruelty-free. (Editor's note: Hoodline was unable to verify those claims.)

"[I've] personally tried every line we carry," said Petra, "and [we're] only offering high-quality products we love and use ourselves."

Petra and Pavla Langer. | photo: FaceWest

The Marina was specifically chosen because Petra and Pavla have deep roots in the area. The two sisters grew up in Marin, but their family has a history of owning small businesses in the neighborhood.

"Our great-grandparents had a small store on Chestnut Street, and one location of our parents' company—The Chair Store—was on Union Street," Petra noted. "We couldn't imagine opening our first location anywhere else." 

When designing their own store, the sisters told us they had often thought of their own personal experience when shopping for cosmetics. Many studios enacted high-pressure sales environments to get customers to buy.

Photo: Petra Langer

Frustrated, they decided "to rethink how people traditionally shop for, learn about, and experience makeup." They also pointed out that while several other makeup retailers advertise their stores as a "no-pressure sales environment," some customers had a very different experience.

For FaceWest, the elephant in the room is cosmetics giant Sephora, which has a store nearby at 2083 Union Street. Petra acknowledged that Sephora's strength was in their vast product selection, but said she believes that FaceWest will offer a more personalized service for a more niche market. 

It also goes back to the environment that FaceWest is hoping to foster, she said.

"[We] created FaceWest to educate and empower, not to pressure our customers into purchasing products they don’t need," Petra said. "If someone loves the lipstick we just applied—or can’t get enough of the the eyeshadow that was chosen to make their eyes sparkle—fantastic."

FaceWest (415-874-9201) is open Wednesday–Saturday from 10–7, and on Sunday from 10–5.

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