Looks like 2020 is already off to a great start: Houston-based clean beauty and wellness brand Switch2Pure is going from pop-up to permanent in the new year.

After multiple successful pop-ups since its start as an online store in 2017, Switch2Pure has found its forever home in 3601 W. Alabama St.—just about two miles from its most recent (extended) residency in River Oaks District.

Founder Estela Cockrell—a former Houston attorney who came to emphatically embrace clean beauty and wellness practices after struggling with myriad health issues—envisions the permanent store as a retreat of sorts. In the years since she started Switch2Pure, Cockrell has grown the brand to include its own signature product line, and it's earned a sizable fan base for its experiential wellness pop-ups and curated selection of clean-beauty goods.

Jesse Hagar of Content Architecture is behind the design of the 2,000-plus-square-foot space, described in a press release as a "fresh and fun blush-hued haven" featuring a golden glow plus eco-friendly and pure elements in keeping with the brand's ethos.

A soft opening is set for late next month with a formal grand opening celebration on February 12.

“Switch2Pure is thrilled to offer our very own retreat and expand our service-based offerings to clients. Customers will be able to experience a range of skin care and self-care products that are deeply rooted in pure, performance-based beauty, alongside our nutritional counseling and wellness products,” Cockrell says. “While we will continue to share Switch2Pure with pop-ups across the U.S., we are excited to engage with our Houston community on a more established and consistent level.”

A retail area at the front of the shop features accordion-style dimensional walls to showcase Switch2Pure's signature product line, eco-consciously packaged and formulated with natural and active ingredients and free of animal products and toxic synthetics.

Customers can also shop a curated selection of makeup, jewelry, and accessories from like-minded brands and blend their own custom facial oils at the mixology bar. A glow bar will host self-service facials and parties, and a four-room treatment area will accommodate unique services like CBD and Gua Sha facials, European-developed notox facial treatments, ozone and infrared saunas, organic spray tanning, and more. Beyond a team of trained estheticians, beauty experts, and wellness gurus, Switch2Pure also employs a wellness director and functional nutritionists, all available for private consults.

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