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Washington Post | Why your grandma’s hairbrush keeps popping up on your TikTok feed

August 13, 2025

NEW YORK — You don’t walk into C.O. Bigelow, a 187-year-old apothecary in downtown Manhattan’s Greenwich Village, for the same reasons you might walk into another neighborhood pharmacy chain.

A balcony with a gilded railing overlooks the shop’s green marble countertops. Old vials of tonics and salts with peeling, yellowed labels are displayed behind the cash registers. And on a chilly day this winter, the clientele (largely women, most younger than 30) were unhurried, almost all wearing dramatic full-length wool coats and/or funky statement eyeglasses.