Beauty Bliss to take on the Auckland makeup market

  • News
  • January 20, 2017
  • Elly Strang
Beauty Bliss to take on the Auckland makeup market

Barrett founded online makeup store Beauty Bliss in 2012 after she noticed a gap in the market for beauty products that weren’t readily available in New Zealand.

She realised New Zealand YouTubers like Shaaaanxo, whose followers number in the millions, were using overseas makeup brands in their videos and Kiwi customers didn’t have a local port of call to buy the makeup from.

Beauty Bliss was born, starting off as an ecommerce venture before branching into bricks-and-mortar.

Its Wellington store opened in early 2016 and now, a store on Broadway in Newmarket is planned to open in March.

Barrett said it was only a matter of time before Beauty Bliss expanded to Auckland.

“It’s a third of the country - it’s where everyone is and every time we do an expo or a pop-up, everyone’s asking on social media for Auckland. We send so many parcels up there,” she says.

She says there’s a niche Beauty Bliss can occupy in the Auckland makeup market, as Beauty Bliss stocks both high-end and cheaper brands.

Auckland already has high-end makeup stores like Smith & Caughey’s and Mecca Cosmetics, as well as various clearance makeup stores down the other end of the spectrum.

“We slot right into the middle, we’ve got a little bit of high-end stuff like Becca, Bite, Inika and Eye of Horus, but we’re definitely not like clearance shops either. There’s a gap for a mid-range store,” she says.

The Auckland store will be a more polished, 100 percent retail store she says, as the Wellington store is part-office for the website and part traditional store.

“It’s the scariest decision I’ve made in the history of Beauty Bliss, but it’s the most exciting and its got potentially the best pay off with the most exposure being right there amongst all the other makeup stores. I’ve thought long hard and had a lot of nightmares.”

Seeing as Barrett will stay based in Wellington, she’s on the lookout for a star retail manager for the store.

“That’s the person id be talking to every single day and if I don’t get the right person for this, I’ll have to move my entire family to Auckland,” she says.

If you’re interested, get in touch with Barrett at info@beautybliss.co.nz.

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