Clean Beauty Book

10 Questions with Bloom Avenue

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Following our lovely experience with the Bloom Avenue service, we immediately knew that an interview with Paula and Jo, the co-founders of Bloom Avenue, was in order. How else might we ever satiate our curiosity for how this amazing, organic skincare recommendation portal (slash friendly skincare-savvy big sister of sorts) came into being. Read on to find out…

1. Describe Bloom Avenue in one sentence.

Bloom Avenue redefines the online beauty retail experience with carefully curated premium organic skincare brands and product ranges that feed your body and your soul.

2. What inspired you to start Bloom Avenue?

We noticed that it was incredibly difficult for people to make informed decisions when choosing beauty products online: ranges are broad, and support or advice is not really readily available. We really wanted to turn that around. Understanding our customer’s needs is at the core of our business. This is the reason we developed our skin assessment, a sophisticated but easy-to-use tool that helps you determine your skin type, and the best routine and products for you. We’ve also launched a digital magazine, The Avenue, which keeps you updated with trends, beauty tips and information about ingredients and brands. It’s very important for us to try and spread information and educate people, so they have all the right tools to make the best decisions for themselves.

3. What’s the best thing about natural beauty?

It’s all about understanding the power and pure awesomeness of nature. Humans possessed that knowledge many years ago, by living closer to nature and following its rhythms and ‘rules’, but that has largely been forgotten since man-made, chemical, products took over. We believe we need to go back to basics and live more in tune with our surroundings.

4. Where do you go for inspiration?

Jo: I live near a very large lake so I go for a long walk along its shores when I need to focus or just to let my mind wander.

5. If Bloom Avenue was a real avenue, which city would it be in?

It’s difficult to pinpoint just one city… It would definitely be a mix between health-conscious Sydney, Cape Town or LA; energy-filled Tokyo, New York or Rio; and beautiful and luxuriously decadent Rome or Marrakesh.

6. Which celebrity do you think best embodies your brand?

Natalie Portman. She’s vegan, a lover of organic skincare, and it doesn’t hurt that she’s super talented and gorgeous.

7. What are your top 3 favourite natural beauty products at the moment?

Since summer is coming to an end, I’ve been switching to an autumn beauty routine and have been exfoliating with the Bodhi & Birch Rosemary Chi Himalayan Detox Salt Scrub – my skin is silky smooth and the smell is divine! I am also replenishing moisture to my face with a Madara Superseed beauty oil and started to use nourishing masks again, such as the Santaverde Aloe Vera Extra Rich Cream Mask. But I try out and change products all the time, so my favourites tend to change often as well!

8. What’s your go-to activity / place for relaxation?

The yoga studio, for a good dose of meditation and muscle stretching.

9. Anything particularly exciting we can look forward to from Bloom Avenue?

We’ll be looking to extend our range, and to introduce organic makeup, as well as products for babies and for men. We’re also in discussions with a brand that is developing a completely innovative way to approach skincare. But it’s all top secret so cannot say more for now!

10. Finally: coffee or tea?

Herbal tea!


Shop the interview:

Don’t forget: You can use the code bloomcbco to get 10% off your order!

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