A cosmetics store has opened at the Prince of Orange Mall.

E. Loren Cosmetics opened its doors Aug. 19.

The store is located just inside the front entrance of the Prince of Orange Mall at 2390 Chestnut St.

"I thought that the women in this community would benefit from having on trends luxury cosmetics and services," owner and make-up artist Karolyn Cooper said. "Previously women would have to travel a distance for some of the on-trend and luxury brands they wear. We decided to bring these here."

Whether it is a "clean contemporary or polished look for work, a no fuss-no makeup makeup look for everyday life, or a full glamour look for special occasions," the store specializes in ensuring specific customer needs are met.

The store sells makeup, makeup accessories, brushes, skin care products and gift cards.

Brands include: MAC Cosmetics, Urban Decay, NARS, NYX, AJ Crimson, Smashbox, Anastasia Beverly Hills, Benefit Cosmetics, Ashunta Sheriff and Blinc.

The store provides a number of services including foundation color matching, brow services, lash application, airbrush and makeup application, services for photo and film events such as graduations, proms, engagements, modeling, makeovers, red carpet and other special occasions.

The store accepts appointments or walk-ins.

The store employs six with the majority being makeup artists to help guide customers through product selection. The store carries makeup for all with a special focus on women and minority-owned brands.

For more information, call 803-662-9683 or visit the business website at www.elorencosmetics.com.

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Gene Zaleski is a reporter/staff writer with The Times and Democrat.

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