The smell of the store alone keeps me coming back. I am so glad there is a place to buy earth friendly and cruelty free products. It's pricey but to me, it's worth knowing that you are getting something quality and it pays off to be a member. Free facials! They offer makeup applications and limited hair services too. Everyone is more than happy to help you be a better version of yourself there and you never feel forced into buying anything. I hate that in other stores. I walk out of there with a little more knowledge every time.