It seems like in Los Angeles, anyone can throw some moisturizer in a jar, slap a label on it and call it a product line. Here in New York, however, a true, home-grown cosmetics company with nationwide success is something of a rarity. The undisputed leader of this very small pack is the brainchild of Chelsea wunderkinds Matthew Malin and Andrew Goetz, called, appropriately enough Malin + Goetz. They wowed the very discerning folks at Barney's with their no-nonsense, startingly effective, free of dyes and chemicals products and snagged distribution in all their stores around the country.  We lucky New Yorkers have the pleasure of being in the immediate vicinity of their world headquarters labratory on 7th Avenue in Chelsea.

But like any good success story (empire?), M+G keeps on giving. The boys have opened their second Manhattan location on the increasingly fabulous Upper West Side. Now there's no need to schlep below the Park to get your jojoba face scrub or mojito lip balm (two of our absolute favorites). Also, in an adorable homage to the neighborhood, the store has kept the "La Gran Esquina" sign from the Puerto Rican barbershop that used to occupy the space. Juxtapose that with the chic, cut-out cherry wood chest and white atmosphere (designed by the indomitable Craig Konyk), and you've got yourself a very welcome addition to Amsterdam Avenue.

Just be sure to pick us up a bottle of the Grapefruit Face Wash on your way home.

Malin + Goetz

455 Amsterdam Avenue (corner of 82nd)

212.799.1200

malinandgoetz.com