You stunning hero. ?
New York, Paris, London…NOVATO!

OK, the little hamlet of Novato in northern Marin county isn’t distinguished for being a bustling appeal hub, but with the opening of the new appeal Heroes flagship store, beauty-loving visitors to white wine country have a new reason to take a quick detour.


Very charming
Hello there, appeal Heroes!

A passion for ingredients

Beauty Heroes, a new brick-and-mortar luxury appeal 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 appeal 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 thoroughly combed through ingredient and source lists to find.

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


Cats & makeup Sweatshirt ??


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Time to play!
*does a hair flip*
They remind me of San Francisco’s Credo Beauty, but with a very focused and certain approach, which they call their appeal product ingredient Standard, to vetting the ingredients in the products they sell.


We are committed to our appeal product ingredient conventional and review each product ingredient list in detail to figure out 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. considering that they aren’t banned for use in cosmetics the U.S., EU, Canada or Japan, parabens are still frequently used as an economical preservative system. While preservatives are crucial for some products, there are much safer, better researched effective preservative systems.

Free from synthetic Fragrances. In buy to avoid the fragrance loophole, we screen each product ingredient list for fragrance provided as an ingredient without disclosing the individual components.

Free from any of the 20 a lot of common and a lot of harmful ingredients in cosmetics provided on our Villain ingredient List.

Free from ingredients that were checked on animals. In general, natural appeal brands don’t use ingredients you would ever consider testing on animals. but to be sure, each brand we work with makes sure 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 makes sure us that the ingredients that they source are complimentary from GMO’s

But appeal Heroes isn’t just about what you put on your face and body. They also take their commitment to sustainable living a step additionally by using 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 appeal Heroes, says that “Our store is really created to be a play space,” and it includes a appeal lounge area where you can experience their “beauty flights,” a group of featured products you can try (like a white wine flight). As you explore, you can also sip on botanical teas and infusions!


Enjoying some tea and a appeal flight.
One of the appeal flights
Soon, the store will also be using a treatment suite for facials, featuring the products they sell.

The treatment menu
The upstairs treatment room. Hello, facials!
If you’re a blogger or a content creator, there’s a complimentary “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 appeal fix, you can get your salad fix, too (no guarantees you’ll see Lars from Metallica, though).

I’m ecstatic 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?

For the local (Hawaiian) girls…

Fitglow Beauty

Low-key freaking out because RITUEL DE FILLE!
Ere Perez
Aether Beauty
Next time you’re up in my neck of the woods (or on your way to/from a day of fun in white wine Country), stop by the new appeal Heroes store to explore. They’re located at 817 grant Avenue in Novato, a few minutes off 101.


Your friendly neighborhood appeal addict,


P.S. TGIF!!!! ?