It began in 1994— Stanley and Kimmy Sir, first generation Korean immigrants, had a vision for how one could shop for beauty. They saw the American consumer as they were— painfully underserved.They dreamed of a place where one could be kept after with their expert, personalized recommendations and to even be able to provide salon services in one local place.They opened 17th Street Beauty on the well known promenade in Costa Mesa, CA its namesake was born from. Their store and adjoined salon quickly became endeared by the community for the Sirs’ commitment to their customers, their access to Korean beauty, and prestige products that transcend the ordinary.

In twenty years time, they have perfected the craft of building relationships between you, the customer, and your beauty journey. They proudly have created this online storefront to be able to open their reach to everyone, because they believe all deserve to look and feel their best. As always, they invite you to reach out— their recommendations are at your fingertips.