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Sip, Stay and Play at the New Beauty Heroes Flagship Store in Novato, California

September 13th, 2019 by Karen 13 Comments

beauty heroes orange wall
You beautiful hero. 🥰

New York, Paris, London…NOVATO!

OK, the little hamlet of Novato in northern Marin County isn’t renowned for being a bustling beauty hub, but with the opening of the new Beauty Heroes flagship store, beauty-loving visitors to Wine Country have a new reason to take a quick detour.

beauty heroes novato flagship store
Very charming
beauty heroes
Hello there, Beauty Heroes!

A passion for ingredients

Beauty Heroes, a new brick-and-mortar luxury beauty store located downtown in the small but vivacious town of Novato — which happens to be where I’ve lived for the last 10 years! — is about 45 minutes north of the Golden Gate Bridge. They carry a bevvy of clean hair, skin and makeup products.

When Beauty Heroes began five years ago, they started as a subscription service and an online store, selling a pared-down selection of clean makeup, skin and hair products, all of which founder Jeannie Jarnot meticulously combed through ingredient and source lists to find.

And now, with their new flagship store, you can experience Beauty Heroes in person.

Time to play!
*does a hair flip*
SKIN!

They remind me of San Francisco’s Credo Beauty, but with a very focused and specific approach, which they call their Beauty Product Ingredient Standard, to vetting the ingredients in the products they sell.

From beauty-heroes.com:

We are committed to our Beauty Product Ingredient Standard and review each product ingredient list in detail to determine that each product is:

  • Free from ingredients banned in United States (a mere 11 individual chemicals)
  • Free from ingredients banned in the European Union (an admirable 1,328 chemicals)
  • Free from ingredients banned in Canada* (over 500 chemicals)
  • Free from ingredients banned in Japan
  • Free from ingredients that have gone through a process of ethoxylation (and has not been vacuum stripped and tested) which would put them at risk for contamination with 1,4 Dioxane, a known carcinogen. This includes phenoxyethanol and polyethylene glycols (listed as PEG’s for short on ingredient lists
  • Free from Parabens. Since they aren’t banned for use in cosmetics the U.S., EU, Canada or Japan, parabens are still commonly used as an inexpensive preservative system. While preservatives are important for some products, there are much safer, better researched effective preservative systems.
  • Free from Synthetic Fragrances. In order to avoid the fragrance loophole, we screen each product ingredient list for fragrance listed as an ingredient without disclosing the individual components.
  • Free from any of the 20 most common and most harmful ingredients in cosmetics listed on our Villain Ingredient List.
  • Free from ingredients that were tested on animals. In general, natural beauty brands don’t use ingredients you would ever consider testing on animals. But to be sure, each brand we work with ensures us that their not only have their products never tested, but the ingredients they source have never been subject to animal testing, either.
  • Free from ingredients that have been genetically modified. We ask each brand to ensures us that the ingredients that they source are free from GMO’s

But Beauty Heroes isn’t just about what you put on your face and body. They also take their commitment to sustainable living a step further by offering other non-beauty products, like glass straws and clothing manufactured using sustainable processes, to help you live a cleaner, zero-waste lifestyle.

Stay, sip, play

Jeannie, the founder of Beauty Heroes, says that “Our store is really designed to be a play space,” and it includes a beauty lounge area where you can experience their “beauty flights,” a group of featured products you can try (like a wine flight). As you explore, you can also sip on botanical teas and infusions!

Ahhh…

beauty heroes beauty flights
Enjoying some tea and a beauty flight.
beauty heroes flight of heroes
One of the beauty flights

Soon, the store will also be offering a treatment suite for facials, featuring the products they sell.

beauty heroes spa services
The treatment menu
beauty heroes upstairs treatment room
The upstairs treatment room. Hello, facials!

If you’re a blogger or a content creator, there’s a free “creator space” in the store, too, where you can film and shoot content!

Very cool.

The creator’s lounge

Oh, and soon, a Blue Barn restaurant — otherwise known as “The Valhalla of Salad!” — will be opening next door, so, after you get your beauty fix, you can get your salad fix, too (no guarantees you’ll see Lars from Metallica, though).

I’m excited to see brands I’m familiar with, like Osmia, Axiology and Antonym, along with lines I’ve been wanting to try, like Josh Rosebrook and Ere Perez. I’m always down for an online shopping sesh, but there’s just something about being able to see, touch and smell things in person, especially with makeup, you know?

beauty heroes honua
For the local (Hawaiian) girls…


fitglow beauty
Fitglow Beauty

Low-key freaking out because RITUEL DE FILLE!
ere perez
Ere Perez
aether beauty
Aether Beauty

Next time you’re up in my neck of the woods (or on your way to/from a day of fun in Wine Country), stop by the new Beauty Heroes store to explore. They’re located at 817 Grant Avenue in Novato, a few minutes off 101.

Your friendly neighborhood beauty addict,

Karen

P.S. TGIF!!!! 😃

Sip, Stay and Play at the New Beauty Heroes Flagship Store in Novato, California / Originally published September 13th, 2019

There are 13 comments on this post. Leave yours.

Categories: Beauty Heroes, Makeup, News

Previous Post: Unsung Makeup Heroes: Essie Gel Couture Top Coat
Next Post: Saturday Surfing, Sep. 14th, 2019

Reader Interactions

Comments

  1. Christina says

    September 13th, 2019 at 8:50 am

    What a nice boutique! I feel like all the cute and unique shops are more North Bay or outside Silicon Valley. I never venture out that far, but maybe it’s time I do. Novato looks really lovely in your pictures. LOL!

    Reply
    • Karen says

      September 13th, 2019 at 9:47 am

      It’s a cute little town! Next time you’re on the way up to Napa it’s worth a stop. 🙂

      Reply
  2. Jennifer says

    September 13th, 2019 at 11:32 am

    Looks fun!

    Offering a creator space is genius!

    Happy Friyay! Whatcha all doing this weekend?
    Jennifer recently posted … Fri-Yay! Five Things to Check Out Tea-ish + Pumpkin-ey

    Reply
    • Karen says

      September 13th, 2019 at 1:09 pm

      Hi!

      The little one invited me and her dad to her “slumber party” in the living room tonight, LOL! Apparently the plan is for us to eat popcorn and watch the live action version of Aladdin.

      What are you doing?

      Reply
  3. Suzanne C says

    September 13th, 2019 at 12:23 pm

    Well, that’s a bit out of the way for me, but I want to hear all the details!! What were your favorite products? What would you recommend? And, btw, you looked adorable.

    Reply
    • Karen says

      September 13th, 2019 at 1:07 pm

      Hiya, Suzzane!

      Wouldn’t it be nice if you could visit me, though? LOL!

      The potted shadows and cream blushes from Rituel de Fille, for sure. And the baked blush and bronzer from Antonym. I had to leave a little earlier than I would’ve liked but I’m going to go back to play with the Ere Perez foundations and the errrrrrthang from Fitglow Beauty, because Connor’s dance studio is just around the corner… I’ll be popping in there often!

      Reply
    • Karen says

      September 13th, 2019 at 1:07 pm

      Oh, and they have some things from Gressa that I’ve been DYING to dry, but right now they’re only available on their website. Will be doing that soon too, LOL. Don’t tell El Hub…

      Happy Friday, by the way!

      Reply
  4. Suzanne C says

    September 13th, 2019 at 1:39 pm

    Oh my gosh, wouldn’t we have fun visiting! And Happy Friday to you, too.

    These are all new names to me. I’m going to have to investigate this weekend…. if I can put down my book. I’ve been on a major reading binge the past couple of weeks. But these all sound so intriquing! I’ll have to go on their website just to find out what Hawaiian Beauty Water is. 😊

    Reply
    • Karen says

      September 13th, 2019 at 1:57 pm

      Ooh, what are you reading?

      I just finished Lost Roses by Martha Kelly, the follow up book to Lilac Girls (they’re both historical fiction).

      Reply
      • Suzanne C says

        September 14th, 2019 at 10:09 am

        Our minds were on the same era, then; I just finished Resistance Women by Jennifer Chiaverini. So, so good. I’ve also recently enjoyed:
        – Daisy Jones & the Six, by Taylor Jenkins Reid
        – The Gown, by Jennifer Robson (goes well with Netflix’s The Crown)
        – Nine Perfect Strangers, by Liane Moriarty (weird, in a good way)
        – The Woman in the Window, by AJ Finn
        – Magpie Murders, by Anthony Horowitz

        Gosh, I could go on and on. It’s been an excellent reading year! You can never go wrong, though, if you trust recommendations from Modern Mrs. Darcy. Best book website and podcast ever.

        Reply
  5. Chelsea says

    September 13th, 2019 at 3:33 pm

    This looks so nice! Zack’s best friend just moved to SF (with Paul the cat) so maybe I’ll be able to get up to Novato sometime!

    Also I LOVE your glasses.

    Reply
  6. Jeannie says

    September 13th, 2019 at 8:05 pm

    Thanks Karen for coming in to the store. We so appreciate you featuring our space. As an indie, local company – it’s so helpful for us to have people in our community help to get the word out. I hope to meet you soon for tea, coffee and conversation.

    Jeannie

    Reply
  7. Kim says

    September 16th, 2019 at 10:47 am

    That’s exciting to have new beauty shop so close to Connor’s dance classes! I’m always interested in people’s perception of clean and natural so I’m glad you did a run down of all the brands and criteria. 🙂

    Reply

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Welcome to Makeup and Beauty Blog
Hi there! I’m Karen, your friendly neighborhood beauty addict, and I’m a Bay Area girl who hoards brown eyeshadow and covets coral lipstick. Every morning, I wake up and say, “I’m going to do something other than a smoky eye today.” Then…I end up doing a smoky eye anyway (most days). When I’m not putting on makeup, taking pictures of makeup or writing about makeup, which I’ve been doing daily since 2007 (!), you’ll find me hanging out with my hubby (“El Hub”), my four-year-old daughter (Connor Claire) and my torbie girl cat (Pretty Girl Rosie, a.k.a. PGR).

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