Best new beauty spot

Best new beauty spot

I wonder if Melbourne detected an extra hint of perfume in the air yesterday? Explanation: a glossy posse of Sydney-based beauty editors flew south for the afternoon to explore the new Bloom boutique on Chapel Street and toast the fabulousness of the brand’s founder, Natalie Bloom.

It was so worth the flight. And not just because the shop is an Aladdin’s cave of pretty jewels…

I’ve got to say, Natalie Bloom is simply an inspiration. The brain behind one of the biggest little beauty brands in the country, she’s not only a rocket of a businesswoman, she’s a mother and an incredible lady to boot. Plus she’s just become an author – her first book, Beauty in Bloom, went to print this week and will be on bookshelves around the end of the year. She’s a dynamo, with a real passion for her products (how many other brand owners do you think spend months workshopping every single skincare ingredient with formulators?).

And it shows in every pretty little part of the Bloom store. From the lime-washed floorboards to the antique fixtures stacked with gleaming nail polishes, scented soaps and naturally-inspired skincare, every detail adds to the whimsical wonderland feel. It’s the perfect mid-shop pit stop too – superbly-stocked make-up stations are lined along the walls, where they cleverly catch the natural light (first rule of finding a flawless foundation: check in daylight before buying).

But it’s not just about Bloom. In the centre of the store sits a table set with Natalie’s favourite things, like books and antique perfume bottles, trinkets and bejewelled baubles. You’ll pop in for a new Lip Stain and glide out with all sorts of gorgeousness. And feeling a little inspired. Believe me, you won’t be able to help it.

So half your luck, Melbournians. Natalie tells me Bloom boutiques for other cities are in blueprints, but for now the rest of us will just have to get our fix elsewhere. Or schedule in more shopping trips to Melbourne. I could be convinced…

For your address book: Bloom Concept Store, 574A Chapel St, South Yarra, 03 9827 2977

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