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Femme Lux Beauty Store
Retail • Distribution • Brand Growth

We Don't Just Sell Beauty.
We Scale Brands.

Femme Lux is a hybrid beauty network — owned retail stores, wholesale distribution, and brand growth infrastructure across underserved high-income U.S. markets.

Partner With Us Explore Our Stores
3
Owned Stores
Hobbs, Clovis, Roswell
500+
Active SKUs
POS inventory, Q1 2026
15+
Brand Partners
Authorized lines
40K+
Customers Served
Across all locations
+32%
Revenue Growth
6-month trailing, POS data
3
Owned Retail Stores
Hobbs • Clovis • Roswell
500+
Active SKUs Stocked
POS inventory count, Q1 2026
15+
Brand Partners
Prestige, clinical & viral
2,800+
Monthly Orders
Combined 3-store avg, POS data
100+
Mile Exclusivity
No Sephora, Ulta, or Nordstrom
99%
Inventory Accuracy
Monthly cycle counts

Our Network

Built to Scale.
Not to Sit.

We operate owned retail stores, centralized distribution, and brand merchandising across New Mexico — with three new locations in development for 2026.

6
Stores by End of 2026
3 open + 3 in development
$85K–$140K
Monthly Revenue / Store
Internal POS, Q3–Q4 2025
3
Active Retail Markets
Southeast NM corridor
+32%
6-Month Growth Rate
Revenue trailing average

Our Process

How We Launch &
Scale Brands

We don't just list products. We have a system — from onboarding to expansion — that turns brands into regional bestsellers.

1
Brand Onboarding
Line sheet review, margin alignment, compliance verification, and authorized sourcing confirmation. We vet every brand before shelf placement.
2
Market Positioning
Category analysis, competitive gap mapping, pricing strategy. We position your brand where it wins — not where it competes.
3
Retail Placement
Dedicated shelf space, endcap displays, tester stations, and education signage. Your brand gets flagship-level merchandising in every location.
4
Distribution & Sales
Multi-location rollout, staff training, sell-through tracking, and monthly performance reports — by SKU, by store.
5
Growth & Expansion
Reorder velocity optimization, social amplification, new market rollout. Brands that prove sell-through scale across our entire network.

Why Brands Choose Us

Retail + Distribution + Education.
In One Network.

We don't just list products. We build in-market brand presence with owned stores, trained staff, and multi-location rollout.

★

In-Store Brand Building

Dedicated shelf space, endcap displays, tester stations, and education signage. We merchandise your brand like a flagship — in every location.

➤

Multi-Location Rollout

Prove sell-through in one store, then roll out across the network. We scale brands strategically — not all at once.

♥

Education-Driven Selling

Staff trained on your products, routines, and ingredients. We don't shelf-stock — we teach customers why your brand matters.

🌎

Zero-Competition Markets

No Sephora. No Ulta. No Nordstrom. We are the only premium beauty access point within 100+ miles. Your brand stands out — instantly.

📈

Monthly Sell-Through Reports

Units sold, reorder velocity, customer feedback — by SKU. You know exactly how your brand performs in our market.

📷

Digital Amplification

Instagram, TikTok, local influencers, paid social. When you launch with us, we promote across every channel we operate.

In-Store Experience

Step Inside Femme Lux

Custom LED lighting, category zoning, tester stations, and premium merchandising — across every location.

Femme Lux Interior
Flagship Interior — Hobbs, NM
Brand Displays
Brand Displays
Tester Stations
Tester Stations
Curated Shelves
Curated Shelves
Makeup Station
Makeup Tester Station
Coming Soon

Our Newest Location Is
Almost Ready

We're opening a brand-new retail space — and there's room for your brand on our shelves. Watch the progress and see the quality of build-out we invest in every location.

Brands: We have dedicated shelf space, endcap displays, and tester stations available in this new location. If you want your products in front of customers from day one — let's talk.

Brand Portfolio

Curated. Verified.
Authenticated.

500+ SKUs across 15+ brands in prestige, trending, and clinical categories. Every brand is sourced through authorized channels — no gray market, no diversion.

Dior Beauty
Charlotte Tilbury
NARS
MAC Cosmetics
Fenty Beauty
Rare Beauty
Huda Beauty
Tatcha
Anastasia Beverly Hills
Sol de Janeiro
The Ordinary
La Roche-Posay
CeraVe
Olaplex
Morphe

Assortment varies by store. Brands sourced through authorized distributors. MAP policy respected. Direct partnerships available for expansion brands.

Trust & Compliance

Built on Credibility.
Backed by Proof.

We operate with full legal compliance, financial transparency, and brand protection protocols. Every metric is verifiable. Every claim is sourced.

⚖

Registered LLC

Femme Lux Beauty LLC — active with New Mexico Secretary of State. Full legal entity.

🛡

General Liability Insured

Comprehensive business insurance. Certificate of Insurance (COI) available on request for all partners.

📄

Resale Certificate (NTTC)

New Mexico Non-Taxable Transaction Certificate on file. Tax-exempt wholesale purchasing verified.

✓

Authorized Sourcing Only

Zero gray market. Zero diversion. MAP-compliant. All products sourced through authorized distributor channels.

📊

POS-Verified Metrics

Every number on this site is sourced from our internal POS system, cycle counts, or financial records. No vanity stats.

🔒

Brand Protection

Products stay in-network. No online resale. No unauthorized redistribution. Your brand integrity is non-negotiable.

🏢

Owned Retail Locations

Not a marketplace. Not a consignment model. We own and operate every store in our network. Full control.

📈

Monthly Reporting

Brand partners receive monthly sell-through reports — units, reorder velocity, customer feedback, by SKU, by location.

Category Leadership

We Don't Just Carry Beauty.
We Understand It.

Deep expertise in high-growth beauty categories — K-beauty, clinical skincare, and viral social brands.

Fastest Growing

K-Beauty & Asian Beauty

We are the only local access point for Korean skincare within 100+ miles. Dedicated merchandising zones, routine-based displays, and staff trained on multi-step skincare education.

100+ SKUs K-Beauty products stocked
High Demand

Clinical & Derm Skincare

Our #1 category by revenue. Customers here buy on efficacy, not hype. We merchandise by skin concern and ingredient — making clinical brands easy to discover and repurchase.

#1 Category By revenue across all stores
Core Category

Viral & Social-First Brands

Customers discover on TikTok and Instagram — then come to Femme Lux to try in person. We are the physical touchpoint for digitally-native beauty brands.

3x Conversion vs. online-only discovery

What Our Customers Say

Loved by the Community

Real reviews from real customers across our New Mexico locations.

★★★★★

"Finally, a beauty store that feels premium without driving to Lubbock or Midland. The staff really knows their products and helped me find the perfect skincare routine."

Sarah M.
Hobbs, NM
Google Review
★★★★★

"I was ordering Korean skincare online and hoping for the best. Now I can actually try everything at Femme Lux first. Game changer for my skin routine."

Maria L.
Clovis, NM
Google Review
★★★★★

"The store is gorgeous — clean, well-organized, and the tester stations make it easy to find the right shade. This is my go-to for gifts and personal favorites."

Jessica R.
Roswell, NM
Google Review
★★★★★

"I drive 45 minutes to shop here because nothing else compares. The selection is incredible — brands I used to only find at Sephora, right here in New Mexico."

Diana T.
Lovington, NM
Google Review
★★★★★

"Best beauty store in the state, hands down. The staff actually takes time to help you — no rushing, no pressure. And they always have the latest launches."

Amber K.
Hobbs, NM
Google Review
★★★★★

"My daughter found her prom makeup here. The tester stations are amazing — she tried 6 shades before picking the perfect one. We'll be back for everything."

Patricia G.
Clovis, NM
Google Review

Our Locations

Three Stores. Three Cities.
Growing to Six.

Owned and operated retail locations across New Mexico — with three more opening in 2026.

Flagship • Open Now

Hobbs

4423 N Grimes St, Hobbs, NM 88240
Flagship Location • Full Brand Portfolio

Open Now

Clovis

Clovis, NM
Full-Service Beauty

Open Now

Roswell

Roswell, NM
Pecos Valley Market

Leadership

The Team Building Femme Lux

Abdoraboh Ashaif — Founder

Abdoraboh Ashaif

Founder

Built Femme Lux from a single storefront into a multi-location premium beauty chain across New Mexico. Deep expertise in brand sourcing, distribution logistics, and retail expansion — identifying and filling critical market gaps in high-income communities overlooked by national retailers.

His focus on long-term brand partnerships and community-driven retail has made Femme Lux the region's leading beauty destination and an emerging regional distribution force.

3
Stores Built
3
NM Cities
15+
Brand Partners
6
Target 2026
Mohammed Aldura

Mohammed Aldura

CEO & Creative Director

CEO & Creative Director of Femme Lux Beauty, a luxury beauty retail company focused on bringing premium global beauty brands and elevated shopping experiences to modern consumers. With a strong vision for luxury retail, branding, and innovation, he leads the creative direction and strategic growth of Femme Lux — combining high-end beauty trends with modern retail design and customer experience.

Alwathekbellah Alshaif

Alwathekbellah Alshaif

Chief Operating Officer

Oversees day-to-day operations across all Femme Lux stores — inventory flow, vendor execution, store performance, and operational scalability. Drives the systems that keep multi-location retail running cleanly.

Nancy Espinoza

Nancy Espinoza

Chief Financial Officer

Leads financial strategy, capital planning, and multi-store performance reporting. Drives margin discipline and growth-stage financial infrastructure across the Femme Lux network.

Sulaimon Alshadadi

Sulaimon Alshadadi

Accounting & Finance

Manages financial operations, vendor payments, and compliance across all store locations.

Tameem Hezam

Tameem Hezam

Marketing Manager

Owns Instagram, TikTok & paid social. Drives brand awareness through local influencer partnerships and culturally relevant content.

For Brands & Distributors

Ready to Grow Your Brand
in Underserved U.S. Markets?

See our full partnership profile, distribution infrastructure, and apply to join our growing brand network.

View Full Partnership Page