Curiouser and curiouser.

BootyBay is run by a seventeen-year-old founder with a vanity full of opinions and a head full of questions.

Why does one highlighter cost four times another? Which formulas are actually worth the hype? What does a store pay for the things it sells? This shop is how we find out: by buying the way boutiques buy, and selling the pieces we'd stand behind.

It's a real store, and it's also a classroom. Every product teaches something: how to price it, how to photograph it, how to tell its story. That's why our garden grows the way it does. New arrivals start as cocoons, and the ones you love become butterflies.

Thanks for wandering in. Stay as long as you like.