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Title: The Power Beauty Collab launches a partnership with Shobha

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, NYPalm Springs Vitamin InfusionsPetal + Hive in Saratoga Springs Spa, NYKLARA Beauty Lab in NYCADAMO Day Sp...

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