PROFILES + Bloom
Bloom
Victoria, Australia
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Bloom
Bloom emerged as a key player in a group of young, independent “niche” brands launched in the early 90’s. Fashionable, innovative and quirky – these brands were a breath of fresh air in a beauty industry monopolized by traditional, mainstream cosmetic houses.
Bloom did not advertise its products but rapidly developed a loyal following among national magazine beauty editors and their readers. Bloom was at the leading edge of a beauty revolution and became a refreshing inspiration for fashion’s early adopters.
Bloom continues to be a great Australian success story. It is one of the few locally based international brands to remain privately owned and has become a globally recognized brand. The essence of Bloom is an unwavering passion to creating high-quality, aromatherapy-based products that offer a playful and sophisticated approach to beauty. As the Bloom range has grown, the business has stayed true to its philosophy of using natural botanical ingredients and essential oils.
Miss Bloom embodies the spirit and personality of the Bloom brand. She is playful, fashionable and sophisticated – she’s stylish with a lovable edge.
Natalie Bloom – The Founder
Natalie Bloom launched Bloom in 1993 at the age of only 22. Natalie’s drive, commitment, instinct, vision and determination are essential ingredients in the company's continuous growth and her entrepreneurial flair, honest approach to business, and ‘never say never’ attitude, have propelled the company into the international beauty arena.
After obtaining a Bachelor of Arts in Visual Communications from R.M.I.T., Natalie worked briefly as a graphic designer but needed a more challenging outlet for her creative energy. So she began Bloom in a spare room of her family’s home. Today Natalie remains hands-on at Bloom and continues to build the business through hard work, attention to detail, creativity and vision.
"Building a business at such a young age was hard going but there were many advantages to being so young. In retrospect, the fact that I was so naive to the complexities of business meant that I wasn't afraid to make mistakes and take risks.”
Natalie Bloom, Founder
Products
The Bloom range contains almost 300 products including colour cosmetics, bath and body products and skincare.
Colour Cosmetics and Accessories - Bloom's contemporary colour cosmetic line features products within lip, eye, complexion and nail categories. It offers an uncomplicated colour palette that blends classic beauty essentials with latest fashion trends. It's fuss-free directional beauty for the busy, everyday woman, and is kept relevant, fresh and aspirational through new product launches and seasonal colour collections.
Bath and Body Collection - Natalie Bloom collaborated with a well-known Melbourne artist to develop unique, hand drawn illustrations as a basis for the packaging design of Bloom's Bath & Body Collection. Stylish scented soaps, sea salt scrubs, body butters and room sprays are ultra-pampering and enhanced with essential oils.
Keeping true to the Bloom philosophy, this elegant Collection comes in refined fragrances of French Lavender, Vanilla Bean, Green Tea & Bergamot and Brown Sugar & Fig.
Everyday Care by Bloom - Bloom's Everyday Care collection is a well designed, simple range of botanical skincare. It is a range of products that are easy to use, rather than a complicated regime.
Everyday Care by Bloom makes no false claims – it offers a dependable, refreshing "must-have" range of products for everyday care. It has a fun, whimsical tone and backs the brand's heritage of being rich in botanical oils, extracts and essential oils.
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