Bluemercury was founded in Washington D.C. in 1999 by Marla and Barry Beck, who wanted to bring quality cosmetics out of the department store and into neighborhoods—so it’s somewhat ironic that Macy’s bought the brand last year and is now fueling a major expansion, including stores within Macy’s. The Bluemercury that opened last week at Greenwich and Warren, most recently the home of Baluchi’s, is the tenth store; the eleventh debuted the very next day on Columbus Avenue. And plans call for forty or so more stores in the next 12 months.

Not all Bluemercury locations carry the same products. At Tribeca, besides house brands Lune+Aster and M-61 skincare, you’ll find Chanel, Bobbi Brown, Trish McEvoy, La Mer, Estée Lauder, Nars, Darphin, Bliss, Acqua di Parma, Bumble and Bumble, and more, including scented candles from Lafco and Nest. There’s also a treatment room for facials, brow styling, microdermabrasion, and waxing, and they’re hoping to offer massages at a future date.

Bluemercury is at 275 Greenwich (at Warren), 646-869-7327; bluemercury.com.

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