At the end of the month, MadKat, the longtime beauty and cosmetics fixture of Cole Valley (915 Cole St.), will be ceasing operations. It's been in business for 17 years.

The decision has been rumored in the neighborhood for months, but is now publicly announced on the shop's storefront, along with a 20% off closing sale on all inventory.

A representative at the store told us the reason for the closure was simple: "People are shopping on Amazon."

With a large proportion of the products MadKat sells available online, she said, customers just aren't coming in the door.

Everything in the store is on sale, and MadKat will close permanently at the end of the month.