There have been so many monthly subscriptions popping up, it’s been hard to keep track of what does what. Or what delivers every month in comparison to every three months. But one brand has stayed so consistent, and on track, and I think I can say this without being stoned, paved the way for other brands, that they’ve now opened a brick and mortar. Can you guess who I’m talking about? That’s right, Birchbox!

Ok, peeps, let’s not get all hysterical. You’re not meeting Beyoncé, but I get where you’re coming from. I hate shopping online, and nothing’s more annoying than not being able to feel, touch and try everything in sight. But Birchbox has given you both options now. You can still shop their expansive online collection, plus pop in to pick up your favorite blush. And since it’s organized by concern, rather than brand, you can find the latest scoop on products you’d never heard of, or were too scared to try out.

Now enough about how Birchbox is revolutionary, and more deets on the location. Of course it’s in the trendy realm of Soho (where else would it be?!), surrounded by La Perla, Chobani, Marie Nails (Eve frequents there in case you didn’t know), BBC and hundreds more. This two story beauty boutique looks small from the outside, but upon entry your hit with a smell of beauty and innovation. Walls are lined with online best sellers, editor’s picks, and try me stations, where you can test the seasons happening looks and find the one that best suits you. All the way in the back, you can BYOB (Build Your Own Birchbox) by choosing each detail from the box color to the goodies you want inside. And downstairs, which is basically the icing on the cake, houses manicure, makeup and hair stations, where you can choose from a selection of looks and styles by trained personnel. It’s like a beauty day themed birthday party for grownups!

Located at 433 West Broadway on the corner of Prince, Birchbox Flagship is officially open for business. I don’t know the store hours, but I’m sure you can mosey on down to find out. And while you’re there checkout the large tablet in the back that helps you discover the best products for you, based on your needs.