That Pink Mascara would choose to expand its popular online retail business by opening a bricks and mortar location in the sprawling suburb of Irvine might seem a curious decision, but it actually makes perfect sense.
By being away from the cluster of boutiques along coastal OC, Pink Mascara easily stands out from the pack. Tucked inside the vast and newly built Woodbury Town Center, the bright and airy space yields fresh and versatile offerings from designers like 3.1 Phillip Lim, Alex Gaines, Mint, Harkham, Diane Von Furstenberg, Nieves Lavi, Tucker and Graham & Spencer.
For Spring, the floor is filled with racks of minidresses, including an adorable lace mini by Rebecca Taylor and a DVF dress in a bold floral print. But it was this strapless DVF number that made me swoon, a chic cream and black empire-waisted confection with pretty pleating.
In keeping with the California casual esthetic, Pink Mascara stocks comfy tees by Charlotte Ronson and Clu. Jeans are neatly folded into little stacks on a table from brands like Rich & Skinny, Joe’s Jeans and Citizens of Humanity. What’s really cool is the big flat screen TV in the back where shoppers can peruse the shop’s website and check out the available goods. Or better yet, if there’s anything on the website that you want to try on, just ask someone and the item can be sent to the store directly!
Supple handbags with chunky hardware by Alexis Hudson and Kooba hang on the wall shelves, along with shades by Tom Ford. Bold jewelry pieces like the popular fruit pendant necklaces and quirky cocktail rings by Kenneth Jay Lane and delicate metal rings and necklaces by Rachel Leigh and Adina are also available.
Toward the back, there’s an array of pumps, wedges and flats by designers like Marc by Marc Jacobs, Loeffler Randall (my favorite!), Dolce Vita and Kors by Michael Kors. This Alexis Hudson snake print clutch in paprika comes with a funky deadbolt closure. The belts below the clutch are by Twelfth Street by Cynthia Vincent and Motif 56.
Pink Mascara
located in the Woodbury Town Center (at Irvine Boulevard and Sand Canyon Drive)
949-748-3980
… Kat
