By Erica Moser
The Day, New London, Conn.
WWR Article Summary (tl;dr) Part of entrepreneur Rachel Postovoit’s mission statement is that “skincare and makeup can serve you beautifully, without exposing you to toxins, additives, and excess.”
After working in the corporate world of retail beauty for 10 years — at Lush, then Bare Minerals, and most recently Sephora — Rachel Postovoit has struck out on her own.
She recently opened Greenhouse Beauty, a skincare and makeup boutique opposite Hideaway Restaurant & Pub in the Old Lyme Shopping Center. Her focus is on selling non-toxic products, with an ideology that involves paying more for quality ingredients and realizing that buying smart is better than buying more.
“I actually think I was really addicted to buying, just because it was so fun and there were new things coming out all the time,” Postovoit said.
But no more. After throwing away thousands of dollars of lipsticks, she now has the three in her bag that she loves the most.
While Postovoit, 31, has always been interested in makeup, she got into skincare “when my own skin was just a tumultuous journey basically, just breaking out all the time.”
Skincare products line the perimeter of her serene space, which was formerly a transportation center and before that an art gallery.
Foundation from Gressa Skin ($62) lists broccoli seed oil as its first ingredient. There’s wildflower mist ($22) from LUA Skincare. The least expensive beauty items in her shop are single-use sheet masks ($6) by Orgaid, a reflection of the popularity of Korean skincare.
Postovoit also carries silk eyelashes that can be worn 25 times, eyebrow-defining makeup, scrubs, lip balm and aluminum-free deodorant.
“I have curated a very thoughtful assortment here,” she said. Postovoit noted that because she’s “so specific” about what she carries, she doesn’t want customers to think too hard when they come in.