The Beauty of LA

The bright blue sky, the swaying palm trees, the iconic Hollywood sign - there's a special draw to LA that is all kinds of beautiful.  For Londoners there's a special something about a city by the ocean, and for us on the Beauty + Wellbeing Team at Pure, there's something even more special about a city obsessed with good health, wellness and beauty.

During the Summer holidays, our beauty obsessed co-founder Kelly went out to the city of angels and came back brimming with ideas and stories to share, inspired by some of the beauty she saw there.  Below she lets us in to some of the highlights.

"I was on a family holiday in LA, but it will be no surprise that beauty would pop to the front of my mind, from time to time.  Alright, a bit more often than that.  Here are a few of the best bits."


1) Glossier, 4807 Melrose Place 

This little pink pleasure zone, had a queue outside the door each time went past.  Emily Weiss and her team have certainly built up an incredible hype and a dedicated following.  The space is pretty, but not pretty and pink without being sickly so.  The full collection of products, skincare and cosmetics are set up multiple times around the pop up, for maximum impact and maximum shopability.  They have a super efficient ordering service, all done by their very attentive and knowledgable staff, who whizz your credit card through their iPad while you wait for the order to be processed and brought to you ready packed up in a very keepable Glossier tote.

It's all so cute, and really well priced, so it would have been rude not to buy anything.  I got the Glossier Generation G Sheer Matte Lipstick in Like for myself and considerably too many products to mention for my 12 year old daughter and her friends.


2) Nordstrom Local, 8401 Melrose Place

Two doors down from Glossier there's a little haven of experiential activity for beauty brands at Nordstrom Local.  "we're not here so people can shop" I was told "but more try out what our brands can offer or pick up online orders".  Now, I'm not one for picking up on line orders, for me the joy of shopping online is that someone actually brings me the things I've bought, but that's something separate.  I think you could have spent a good few hours, not spending any money in this store and making yourself more beautiful - there was a lot to choose from; make up application, hairstyling by DryBar and nail painting and a special guest was due in to give a presentation, perfect for those wanting to dive deeper into the beauty pool.  Outside The Crown Collective had a flower crown installation and were serving iced tea  to those in line.


3) Byrdie Beauty Lab, 611 N. La Cienega Blvd

What a treat! This was an amazing sampling opportunity for beauty brands to raise awareness and for guests to get their hands on lots and lots of freebies.  It was like walking into a life sized Birchbox and no one was complaining!  There must have been around 100 brands, and they were all set out in genres.  The concept was that the Byrdie beauty team had selected their favourite products for their followers to try.  And try they did.  Women were wondering around filling up a Byrdie make up bag with one (two, or three) of each of the products they wanted to test.  Full size products were available to purchase on site too.  This pop up has now closed but the products are all available at Amazon.


4) Sephora, multiple locations

If you live in the UK, where Sephora does not exist (there are ongoing rumours that it might come back) and you are visiting a city that has Sephora, it is essential that you go in.  It is against the beauty ethics code not to go in.  The highlight for me was seeing Milk Make Up  their skin sticks are outstandingly cool and especially the minis which are dead easy to apply.  I remember working with Zanna Roberts Rassi co-founder of Milk Make Up, when we were both newbies in the beauty world and I'd go to visit her at Marie Claire.  It's amazing to see what she's created.


5) goop lab, Brentwood Country Mart, 225 26th St., Brentwood

If you want to see the most elegantly edited collection of clean beauty a trip to the goop lab is essential.  Their own brand of skin care with Juice Beauty is sublime, I've been using it on and off for few years, in particular the Luminous Melting Cleanser is dreamy and helps slide make up off at the end of the day and the Bath Soaks work like crazy magical potions to help detox, energise, re set, and aid sleep.  This trip I bought the new G. Tox Salt Scalp Scrub, which completely took me by surprise. I had no ides it was an actual shampoo, and it foams and detoxes the hair like nothing I've ever tried before, leaving hair lighter, more manageable and a dream to style.  I always love seeing the brands we work with in international stores when I'm travelling and so I really got a kick out of seeing Goldfaden MD's  'yes it really is *that* good' Needle -Less Line Smoothing Concentrate and Aromatherapy Associates Revive Body Brush, which is  an essential part of my morning routine to banish cellulite and stimulate circulation.



There is so much more that I saw and I loved, and of course some I didn't.   I also fell in love with the amazing innovation and newness from Flesh Beauty whose highlighters and bronzing sticks are amazing, to die for crystal infused beauty from Pacifica, and there was my failed mission (or three) to find the right store that stocked Flower Beauty which means only one thing.  I'll have to go back again soon. To LA, the beauty capital of the world.

The Pure Team