Upurea: New store says, 'Get gorgeous, get green'

Michael Hefferon and Upūrea

Something new and organic greeted visitors to Main Street's Party on the Pavement Saturday.

We're talking about a new retail outlet, a store called Upūrea, with the accent on the word "pure" in the middle.

The store, selling hair-care, makeup, beauty products and fragrances briefly opened its newly remodeled space Saturday to give us a quick glimpse of what's coming. Proprietor Michael Hefferon, a Racinian who has spent the past 20 years in Toronto, says Upūrea is the largest online purveyor of organic beauty products.

The store's mantra is, "Get gorgeous, get green." As its brochure says, "With Upūrea, green is glamorous. Like you, we thrive in a world where ingredients matter. Our cosmetics are pure, our fragrances are natural and our candles burn clean."

The store will officially open the first week of November. It's located at 304 Main Street, between Jo-Jo's Toys and the Main Street General Store.