founder, Shen Beauty
If 2020 challenged small business owners like no other year, it was also rough on moms of all kind—and on single ones in particular. Jessica Richards, who fits both descriptions, somehow managed to reimagine, redesign, and relocate her cult-favorite Brooklyn beauty boutique, Shen, in the midst of it all. “What a year to open a store, right?” laughs the single mom of two sons, eight and eleven. “Navigating banks and architects and contractors with no investors during a pandemic is something I don’t wish on anyone.”
The result is a warm, gorgeously minimalist boutique (design magazines have gone crazy for it) where you can have your brows shaped, get your lashes tinted, and find what’s next, newest, niche-est, and best in beauty.