Encino, Calif.-based Pure Beauty, one of the newest entrants in the competitive cosmetics market, just completed construction of its 2,400-square-foot store at The District of Green Valley in Las Vegas (above). The chain, which goes up against LVMH-owned Sephora, Ulta and Essentials Plus, plans on adding 20 to 25 more stores in the Northeast by the end of this year. It has opened 57 stores, mostly in lifestyle centers and freestanding buildings since its launch in 1999.