Brick-and-Brush

An internet beauty line tests out new products at MOA

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Sigma Beauty’s first brick-and-mortar shop takes an experimental approach: Founders Simone Xavier and Rene Xavier Filho have backgrounds in molecular biology and engineering, and rely on science to design the makeup brushes they have sold online since 2008. From their New Brighton headquarters, the two developed an international web business based on affordable, effective brushes and are using their newly opened Mall of America location to perfect an ever-expanding array of products. Four in-shop beauty bars encourage clients to try out new brushes and makeup—and allow Sigma staff to learn from shoppers’ experiences. “It’s like our own Sigma laboratory,” says general manager Tara Vogelsang. • sigmabeauty.com

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