Our Story

Bloom is an Australian beauty brand founded by Natalie Bloom in 1993. Bloom products use quality botanical ingredients and have a commitment to product integrity.

From a background in graphic design and a love of natural ingredients Bloom grew organically into a business. “When I started out at 22 years of age, I didn’t have a long term strategy,” explains Natalie. “I simply created quality products that I was passionate about and that had a strong design sensibility.”

Bloom earned cult-like status across the globe, it was a time when new generation cosmetic brands were shaking up an industry that had been dominated by old established brands. “It was an exciting time, my 20’s were an intense period of learning and opportunity. I still pinch myself thinking of all the incredible experiences I had, in every corner of the world. Bloom was sold in high end department stores in the US, UK, all over Asia and of course Australia and NZ.

After 20 years in business, four children and the hindsight of wisdom, Natalie made the decision to make changes. “The retail landscape was changing and I felt I was compromising product development to meet a growing demand for newness for the sake of newness". The retailer was becoming aggressive with a ‘Buy 1 get 1 free’ and a gift with purchase (GWP) mentality. Bloom was fast becoming one of those big conglomerate brands with no soul.

The Bloom customer has always been cultured and authentic with an eye for quality and design. She has integrity, is inspired by other women and opts for a natural make up look with perhaps a bold lipstick or nail polish.

In 2012 Bloom exited retail and became a predominantly online business. “It’s been an incredible journey and I feel empowered to continue Bloom in a more meaningful way. I’m developing high quality products working alongside the best cosmetic manufacturers around the world. I’m back doing all the things I love doing yet respecting a better work life balance. I’m being the mother I want to be while nurturing my passion for business and love of colour and design”.