PlayLab Beauty

PlayLab Beauty was co-founded by Jeanha and Vanessa. The Pasadena store at 25 N Fair Oaks Avenue, in One Colorado Old Pasadena between Anthropologie and Alo Yoga, is the company's first location. It is open Monday to Friday from 11am to 7pm and on weekends from 10am to 8pm. The business describes itself as an Asian beauty playground and a curated shop, and the store is designed for browsing and discovery.

The range centers on products from Korea, Japan and Taiwan, with brands including Anua, COSRX, Beauty of Joseon, ROUND LAB, shu uemura, ETUDE, Biodance, Dr. Althea, CLE and medicube. The founders aim to bring shoppers hard-to-find products they believe work, and the business explains beauty innovations through its content and in-store experiences. Customers can also ask the store for product recommendations.

The skincare consultation lasts 20 minutes with the founders and costs $50. It gives personalized product suggestions, including for people who are sensitive to a particular ingredient, and it can be done in person or virtually. A version of the consultation includes 15% off the next order. A customer review notes that consultations can be bought as gifts.

Shoppers can order online for nationwide delivery. Standard shipping is free on orders of $50 or more, and orders ship within 1 to 2 days. The site says it is an authorized retailer and that its products are guaranteed authentic. Unused, unopened beauty products can be returned within 14 days by emailing hello@playlabbeauty.com, and gift cards and store credit do not expire.

The founders focus on hard-to-find Asian beauty products they believe perform, and they explain new beauty innovations through content and in-store experiences.

The store is designed for play and discovery.