[new beauty store opening, Beauty Heroes]
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.
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. The 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.
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.