Spend a number of a long time on the helm of Dior Beauty public relations, a globe-trotting gig that entailed wrangling spokes-royalty Sharon Stone and Charlize Theron, and also you develop a discerning eye for miracle crèmes and luxe lipsticks. No surprise Dianne Vavra knew precisely what she needed to inventory in her new Huntington, LI, boutique.

Opened in March, Vavra New York is already attracting a various, dialed-in buyer base because of its magnificence assortment — a curated mixture of cult fragrances, clear skin-care merchandise and a smattering of make-up. 

“I’m getting women and men who really love discovering new brands,” says Vavra, a local New Yorker who spent her formative teen years on the Upper East Side. “I had a guy come in today and purchase three Ilona Beauty Budapest Cocktail masks and Kari Gran sunscreen for a trip he’s taking to Portugal.”

Vavra New York is stocked with magnificence potions and classic baubles.

Other finest sellers? “Flora Mirabilis face oil is the No. 1 hostess gift, by far,” Vavra notes. “The packaging is gorgeous.” She’s needed to reorder Winnøw Clean By Design, a CBD-fueled face cream, twice, and has a waitlist for Soma Ayurvedic Jasmine Body Oil and Ashlie Johnson Dark Rose Body Scrub on backorder. One breakout hit Vavra wasn’t anticipating is Aleph, a New Zealand-based make-up model for which she’s the only real US retailer. 

“I wasn’t sure how it would do, given that it’s not really known here,” she says. “But every single person who enters the shop purchases at least one piece. It’s easy to apply, multipurpose, sustainable, vegan and gluten-free.” 

biography aleph The store affords an array of cult favorites, together with Biography face oils and Aleph make-up.Nicole Larson Photography

The boutique has additionally change into the go-to spot for classic equipment, from a killer bejeweled cuff to a gently beloved Chanel bag. And that “treasure chest” full of $10 trinkets? It’s blowing up on TikTok.

Though Vavra continues to do p.r. for a handful of manufacturers underneath the banner of Spotlight Beauty, and sells her personal Le Trench coats at Vavra New York, she’s totally loving her new life as a shopkeeper.

“It’s an honor to be considered a resource after all my years in the industry, seeing and trying everything,” she says. “I only carry brands I know inside out and personally love, and it’s so fun to see people’s eyes light up.”