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Shop Good
Brick & mortar: North Park (3027 University Ave) and Del Mar (3665 Paseo Place, Suite 960) in San Diego, CA
E-commerce: shop-good.co
Social media: Instagram / TikTok

What: An online and brick-and-mortar “clean”-beauty boutique with a holistic facial spa offering expert treatments.

Owner: Leah Kirpalani

Origin Story: Shop Good was born from founder Leah Kirpalani’s decade-long journey to heal her chronic health issues — skin, gut and hormonal — that traditional medicine alone couldn’t solve. After years of piecing together her care team (from facialist to functional MD), she saw a glaring gap in the beauty space: There was no one-stop destination that merged internal wellness with external care. With a background in fashion merchandising at Gap Inc. and holistic health coaching from IIN, Leah launched Shop Good in 2017 to fill that void.

What started as a single brick-and-mortar in San Diego has grown into a “clean” beauty and wellness destination known for expert-curated products, results-driven organic facials, and community-centered experiences. It blends a brick-and-mortar boutique with a holistic facial spa, so clients can seamlessly shop and experience expert treatments under one roof. 

Shop Good hand-selects brands that meet rigorous standards for efficacy, ingredient transparency and “sustainability.” It also champions refill programs, eco-friendly packaging and mindful sourcing

The customer: 

• Wellness-Driven Beauty Enthusiast: Values “clean,” non-toxic formulations and seeks products that deliver real, skin-improving results.
• Holistic Lifestyle Adopter: Invests in both internal health (nutrition, supplements, self-care rituals) and external care (facials, body treatments).
• Informed & Curious: Researches ingredients, brand ethics and sustainability; appreciates educational events, one-on-one consultations and community masterclasses. 
• Mid-20s to Mid-50s Professional: Typically urban or suburban, with disposable income to spend on premium beauty and wellness experiences.
• Eco- and Socially-Conscious Shopper: Prefers brands with transparent sourcing, refill programs, and environmentally responsible packaging.
• Community Seeker: Craves connection — whether through membership perks, pop-ups or in-store events — to feel part of a like-minded, wellness-focused group.

Special Services: Masterclasses with founders; immersive weekend pop-ups; self-care rituals guided by experts; membership program offering exclusive benefits like priority booking, member-only events and curated product drops.

In stock: Cosmetics, skin care, hair care, fragrance and wellness products by brands like Ilia Beauty, Kosas, Osea Malibu, Indie Lee, Marie Veronique and Therabody.

How to get in touch: dreamteam@shop-good.co (jobs), hello@shop-good.co (business)

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