Beauty that speaks your language
At Innovation Of Beauty, we curate products that honor your natural radiance — because true beauty isn't about following trends, it's about feeling confident in your own skin.
Trusted by hundreds of Bronx beauty lovers
Everything you need to feel beautiful
From daily skincare routines to bold makeup looks, we stock the products that make you feel like the best version of yourself.
Skincare Essentials
Cleansers, moisturizers, serums, and treatments curated for every skin type. Find the routine that makes your skin glow.
Color Cosmetics
Foundations, lipsticks, eyeshadows, and more — from everyday neutrals to statement-making colors. Express yourself boldly.
Hair Care
Shampoos, conditioners, styling products, and treatments designed to keep your hair healthy, strong, and beautiful.
Fragrances
Perfumes and body mists for every occasion — from fresh morning scents to evening elegance. Find your signature scent.
Beauty Tools
Brushes, sponges, applicators, and gadgets that make your beauty routine smoother, faster, and more precise.
Expert Guidance
Not sure what to buy? Our knowledgeable team is here to help you find the perfect products for your unique needs.
Shop our bestsellers
Radiance Glow Serum
Vitamin C brightening serum for luminous, even-toned skin.
Velvet Matte Lipstick Set
Long-wearing, hydrating formula in six stunning shades.
Elegant Perfume Collection
Luxurious scents for every mood and moment.
Nourish & Repair Kit
Complete hair care routine for soft, shiny, healthy hair.
Born in the Bronx, built with love
Innovation Of Beauty started with a simple belief: everyone deserves access to quality beauty products without the pretense. Located right here on Gun Hill Road, we've become a neighborhood staple for Bronx residents who want honest recommendations and products that actually work.
We carefully select every item on our shelves — from skincare heroes to makeup must-haves — because we know beauty is personal. Whether you're a makeup novice or a seasoned enthusiast, our team is here to help you discover products that celebrate your unique beauty.
Curated Selection
Only products we truly believe in
Community First
Proudly serving the Bronx
Personal Touch
Real advice from real people
Always Fresh
New arrivals every week
Loved by our community
Don't just take our word for it — hear from the people who shop with us every day.
"I've been shopping at Innovation Of Beauty for over a year now, and I can't imagine going anywhere else. The staff actually listens to what you need and recommends products that work — no pressure, no upselling."
Alicia M.
Loyal Customer
"Finally, a beauty store in the Bronx that carries brands I actually trust! The skincare section is incredible — they helped me build a routine that cleared up my skin in just a few weeks."
Keisha R.
Regular Shopper
"The selection is amazing and the prices are fair. I love that they have products for every skin tone and type. This store genuinely cares about its customers — it shows in everything they do."
Marcus T.
Neighborhood Local
Ready to discover your new favorite products?
Visit us in-store at 19 E Gun Hill Rd or give us a call — we'd love to help you find exactly what you're looking for.
We'd love to hear from you
Have a question about a product, need a recommendation, or just want to say hello? Reach out anytime.
Visit Us
We're conveniently located in the Bronx.
19 E Gun Hill RdBronx, NY 10467-2110
Store Hours
Monday – Friday: 10:00 AM – 7:00 PM
Saturday: 10:00 AM – 5:00 PM
Sunday: Closed
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