The Power Beauty Collab launches a partnership with Shobha

January 12, 2026 at 03:31 AM EST

The Power Beauty Collab brings a curated shelf of clean beauty products to Shobha’s innovative hair removal studios in NYC (Soho) and Washington DC (Dupont Circle), expanding their footprint across the U.S.

Palm Springs, CA, United States, 12th Jan 2026 – The Power Beauty Collab expands again with a partnership with Shobha’s innovative hair removal studios, starting with Shobha Soho and Shobha Dupont Circle.

The Power Beauty Collab is a group of over 65 indie beauty & wellness brands led by MASAMI haircare. The PBC creates co-marketing campaigns to help each other grow and one of the major initiatives is retail “pop-ins” – shelves of 6 -15 clean beauty brands. The Power Beauty Collab seeks like-minded partners like Shobha who have customers interested in discovering clean beauty & wellness and curate a bespoke collection of products that fit their audience.

Shobha Tummala immediately sparked to the concept. She says, “We’re passionate about supporting other small businesses. This partnership is exciting as it introduces high performing products to our customers that they otherwise might not know about. Our customers love trying new things.”

Product discovery is at the core of the Power Beauty Collab strategy – the brands have found that once people try their products, they come back for more. “Shobha makes a ton of sense for us. They have great locations, a breadth of beauty services, beautiful stores and a welcoming staff – all of the ingredients we look for in a successful partnership,” says Lynn Power, founder of the Power Beauty Collab.

Brands participating in the Shobha pop-ins include Boston Mints, Corsica Scents, Innersoul Beauty, Isle de Nature, Lunaescent, MASAMI, Noori, Olecea Beaute, SBeauty+ and Viking Beauty Secrets.

Shobha joins other successful on-going Power Beauty Collab pop-ins across the US:

Remedies Herb Shop in Brooklyn, NY
Palm Springs Vitamin Infusions
Petal + Hive in Saratoga Springs Spa, NY
KLARA Beauty Lab in NYC
ADAMO Day Spa in Scituate, MA
Atlas Store in LA’s Century City & Valley Fair in Santa Clara, CA
Life Essentials Refillery in Tampa, FL

For more information on the PBC pop-ins, contact Lynn Power, lynn@lovemasami.com, 917-209-0799.

For more information about Shobha, contact Shobha Tummala at thoughts@myshobha.com and follow them on Instagram @myshobha and online, www.myshobha.com

About the Power Beauty Collab:

The Power Beauty Collab is THE place to discover new indie beauty and wellness brands. Follow us on Instagram @powerbeautycollab or check out our brands online at https://www.powerbeautycollab.com

About MASAMI:

MASAMI is clean premium haircare infused with Mekabu, a Japanese ocean botanical that’s all about weightless hydration. MASAMI’s line consists of shampoo, conditioner, shine serum, styling cream, a sustainable fast drying hair towel and a scalp scrubber. Learn more at lovemasami.com and follow us @lovemasamihair.

PBC at Shobha

594 Broadway, Suite 403, New York, NY 10012

1730 M St NW, Washington, DC 20036

PBC at Life Essentials Refillery

4317 W. El Prado Blvd., Tampa, FL 33629

PBC at KLARA Beauty Lab

50 E. 78th St., 2nd Floor, New York, NY 10075

PBC at Petal + Hive

510 Broadway, Saratoga Springs, NY 12866

PBC at Remedies Herb Shop in Brooklyn

453 Court Street, Brooklyn, NY 11231

PBC at Palm Springs Vitamin Infusions