Bloom Cosmetics, the Australian beauty brand that garnered a cult following among celebrities like Kylie Minogue, Elle Macpherson, and Queen Mary of Denmark, is officially relaunching. Founded in Melbourne in 1993 by Natalie Bloom, the brand, known for its playful packaging and botanical-inspired formulas, is being revived by Bloom in collaboration with her two daughters, Chloe and Amber.
The brand's signature lip gloss was a must-have in the '90s and early 2000s. Minogue reportedly wore the tangerine shade on tour, while Mary Donaldson, then an Australian advertising executive, is said to have chosen a Bloom lip gloss for her 2004 wedding to Crown Prince Frederik of Denmark.
Natalie Bloom launched the company at age 22 with a focus on quality products and strong design. A chance encounter with a Myer buyer helped propel the brand into retail spotlight. At its peak, Bloom Cosmetics offered over 500 products, was exported to more than 15 countries, and secured shelf space in prestigious retailers such as Sephora, Harrods, and Saks Fifth Avenue. Supermodel Naomi Campbell and the late Olivia Newton-John were also reportedly fans.
In 2012, Bloom stepped away from traditional retail to focus on her family, moving the business online. Now, with her daughters joining the business, Chloe bringing a background in interior design and Amber in graphic design, the brand aims to introduce its revamped products, including the cult lip gloss, to a new generation.
Bloom Cosmetics is emphasizing its identity as a proudly Australian, independent, and family-run business. The relaunch comes as '90s and Y2K beauty trends continue to influence the market, with a focus on effortless everyday beauty.
