Bloom emerged as a key player in the group of young, independent “niche” brands that launched on to the market with a vengeance 10 years ago. Fashionable, innovative, quirky and directional – these brands were a breath of fresh air for the industry, where mainstream cosmetic houses had monopolised for decades. Encouraged and flattered by magazine beauty editors, Bloom became an inspiration for fashion forward early adopters. As the range and business evolves, Bloom’s founding philosophy has never changed: to develop high quality, aromatherapy based products which represent a playful and sophisticated approach to beauty. Bloom’s contemporary colour cosmetic line offers an accessible and uncomplicated colour palette, that marries classic beauty essentials with the latest fashion trends. Bloom is a thoroughly Australian brand, which takes the quintessential essence of Australian culture to the beauty world. The “personality” of the brand is illustratively represented by “Miss Bloom”, who herself continues to evolve. The sassy Miss Bloom embodies the spirit and personality of Bloom’s products. Miss Bloom is a cross between Audrey Hepburn’s sophistication and Hello Kitty’s quirkiness -she's stylish with a lovable edge and is a thoroughly modern mascot.