Natural beauty and wellness shop named Selenite Beauty opening February 1 near Girl Tribe in South End

Grand opening details: The store is open 10 a.m. to 7 p.m. on February 1 and noon to 6 p.m. February 2. Expect refreshments, 15 percent off whatever you buy, product consultations, and giveaways.

What: Selenite Beauty will carry makeup, skincare, hair care, bath and body and wellness products in-store and online that are free from toxic chemicals. They have a list of more than 25 chemical ingredients they won’t carry.

“What sets us apart from a conventional store is that all products have gone through our approval process ensuring they are free of any unsafe or toxic ingredients and still effective,” founder Tiffany Mielnik Parrish told the Agenda. “I believe you don’t have to sacrifice your health for beauty.”

In addition to retail, Tiffany wants Selenite to be learning place — so expect special talks, author visits, collaborations, live demos and other wellness-related events. The first event is mask and meditation session with Sol Rituals in March.

The products: Selenite will carry personal care products like deodorant, toothpaste, bath soaps and face masks, and makeup products, both bold and natural looking. Tiffany’s excited about the Agent Nateur natural deodorant; the Leahlani skincare line (especially their Mermaid mask); Suntegrity sunscreens; Lilylolo mascara; Axiology lipsticks; Innersense hair products; and local botanical skincare line Pure Stella. You’ll also be able to find things like natural sleep aids, CBD body oil, and collagen.

Who it’s for: “Whether it be a professional working long hours and hustling to advance their career, or a new mom with young children (or both), the same principles apply,” Tiffany says. “We are all looking for products that are healthy, effective and make it appear as if we’ve actually slept. As a mother of a 2-year-old and 2-month-old that is starting a business, the sleep part is especially true.”

Why Tiffany is excited: Tiffany is pretty open about her personal decision to live a toxic-free lifestyle — from diet to cleaning products to wellness. It was life-changing for her.

“Overall, I’m striving to create an environment that is un-intimidating, inclusive and promotes positivity. My goal is for Selenite Beauty to be a place for people to come together on their journey to a better healthier life. Whether that journey is only beginning or is years in the making, every customer who shops with us will leave with a positive change.”

Store design: The space is bright and clean with deep greens, natural woods and fibers, Selenite and other crystals, foliage, cool lighting, and open shelving.