Health & beauty

Costco Gets Into The Beauty Game

The superstore offers some of "beauty's most wanted" brands

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You can buy a coffin or an engagement ring at Costco, and little-known fact: You can get high-end beauty products there, too.

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Yes, tucked between the bulk toilet paper and the chicken coops, you can find products from hair stylist Orlando Pita, celebrity makeup artist Pati Dubroff and manicurist Jenna Hipp. The warehouse store calls their beauty section "Beauty's Most Wanted." The latest addition to the Costco portfolio? Dr. Jessica Wu, who sees celebrity clients like Katherine Heigl and Maria Bello on the regular, and who authored the book Feed Your Face. Wu's collection hit shelves just this week, and her line includes an exfoliator and a radiance serum, all reasonably priced under $40.

"I think of these products as a doctor's visit in a box," she said of the collection, before admitting that "cost does not equal efficacy when it comes to skincare." It really puts that $300 jar of La Mer into perspective, doesn't it?

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The bulk store giant is also launching a couple of in-store Beauty's Most Wanted Studios -- specialty shops within the stores that speak directly to beauty addicts' needs. So far they're only in Torrance and Tustin, California, but it's likely more will pop up. [LA Times]

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