Holly Curtis and Katie Found chat to Natalie Bloom about her famous Australian makeup and skincare line, breaking into the International market and why beauty and business are a perfect match.
Did Bloom transform into a makeup/skincare line because you felt that there was a lack of quality natural makeup available on the Australian market?
Bloom’s roots are in botanical ingredients and essential oils. This focus grew out of my own passion for living an organic lifestyle and also a desire to share this outlook with others.
Over the last two decades, I have seen more and more products make unsubstantiated and misleading natural and organic claims. So, three years ago I set out to create an Organic range that was as authentic and up front as you can get – something that wasn’t currently available on the Australian market.
Did you find it difficult to break into the International market?
Breaking into overseas markets was relatively painless. But you have to remember that it was a very different economic landscape in the early ‘90s. There was no such thing as online shopping and our weak exchange rate meant that Australian products were both inexpensive and appealing to international customers who were craving something new. In fact, the greatest challenge we faced was keeping up with requests and demand for our product.
As the brand becomes larger and larger (especially since breaking into the International market), do you find it increasingly difficult to maintain your personal commitment to each product? Do you still develop each product yourself?
Absolutely! I have developed every product you see in the Bloom range. No matter how big Bloom becomes, I will always want to roll up my sleeves and get involved in product development. I could never put my name on a product that I hadn’t developed or that I didn’t believe in and want in my own makeup kit.
Your products are adored by (and exhibited on) some of the most influential people, fashion and beauty wise, in the world. How does it make you feel when you hear that the likes of Elle Macpherson, Britney Spears and Jade Jagger are wearing Bloom?
Even though Bloom is now 18 years old, I still get a kick out of hearing that a big name has been spotted using one our products. But if the truth be told, I get exactly the same feeling when I see a girl on the street pull out a Bloom Lip Gloss or compact. It makes me feel proud, and also humble, of where Bloom has come from and where we are going.
As well as product development, you’re also highly involved in the graphic design side of the business, and the interior design of the flagship store. How did you acquire such a widespread skill set?
My background is actually in graphic design. I have a passion for the visual and aesthetic and love being hands-on with all of the creative aspects of Bloom. This includes everything from designing the flagship store to crafting VM campaigns and being involved with all the graphic design elements.
In the early stages of Bloom’s development, did you consider bringing a business partner into the mix?
Believe it or not, I never considered this an option! I was simply too busy working, traveling and growing the brand to even contemplate it.
What inspired you to leave your job as a graphic designer and start Bloom instead?
The studio I was working at was terribly uninspiring, so I decided to create and sell handmade gift ideas in the hope I would feel more creatively satisfied. Slowly this seed of an idea evolved into a beauty business with a selection of aromatherapy products including Candles, Essential Oils and Lip Balms. The range then grew to include Lip Gloss and Lipstick, then before I knew it a full cosmetics line was on the horizon.
What is your advice to young women starting out in the beauty business world?
Firstly, you have to love what you do. If you’re not passionate you won’t be able to sustain your business and keep going through the hard times. And secondly, whatever you do, do it with integrity.
Are you naturally entrepreneurial-minded, or was it something that you were taught?
I have always been surrounded by entrepreneurial people, so I guess you could say it is in my blood.
I think a true entrepreneur has an innate feel for business and the risks, actions and strategies that should be taken. Some people are just born with this ‘sixth sense’ and unfortunately it’s not something that can be learned.
