Lucy B’s Apothecary-Hollywood
The next generation beauty brand that’s 100% natural and non-toxic.
I was so excited to see celebrity make-up artist, Lucy Baldock and her photographer husband, Marco Sacchi at a breakfast in West Hollywood recently. I had no idea they where the masterminds behind Lucy B’s Apothecary-Hollywood. A natural beauty brand that gives transformative results inside and out. You see Lucy and Marco (or the dynamic duo as I dubbed them) worked with me on all my photographic shoots when I was the Beauty Editor, at Girlfriend Magazine in Australia. At the time, I was thrilled to be working with the team that worked with the original supermodels (Yes; Cindy, Naomi, Claudia and Linda) and many Hollywood stars. Of course, I boldly asked them for an interview to explain how they went from, the Dynamic Duo to co-creators of Lucy B’s Apothecary-Hollywood.
Q. Both of you have been involved in the beauty business for over two decades very successfully making up faces and photographing them all over the globe. What made you start-up your own beauty brand?
A. We were looking to better satisfy our passion in the beauty industry by opening a beauty emporium. We had many contacts in the USA where we’d lived for 15 years before Australia, so we made a trip to source products for the store, which we originally planned to open in Sydney.
First stop was Los Angeles, then NY and Boston to meet & secure product companies and then at the end of that trip we were lucky to meet with the owners of Fresh (now owned by Estee Lauder).
We say ‘lucky’ as, at the time, there was a snowstorm and my flight from NYC was nearly cancelled so this was one of those life-changing moments.
They agreed to sell to us in Australia and during a long lunch suggested, as we were knowledgeable in the beauty & product industry, that we also start our own line of products. This really planted a seed as they really encouraged us to create our own line. The benefit is that we created a line that can grow and expand and potentially be sold or merge with a larger company at some point, plus we are totally in control of how we run the brand, the growth and the creations.
Q. What is the philosophy behind the brand?
A. The philosophy is our lifestyle – The Natural Alchemy of beauty & healing to fit into ones lifestyle. The brand has great natural ingredients housed in well-designed, pretty packaging. We have uplifting sayings on boxes and feel it’s so important to inspire women.
Q. Who has designed the packaging?
A. Marco & I consistently research great design in books, films and museums and have so many ideas and concepts to last many lifetimes!
We love designing the products and packaging. I also work on the formulas to include the most natural ingredients possible. The key is focusing the ideas and producing products that are fresh, photograph well and have great ingredients.
Q. Where is the product produced?
A. We make the whole line in the USA. We source one of our key ingredient Australian flower essence from Australia.
Q Tell us about the product line.
A. The line consists of a bath and body range, make-up, lip-glosses, balms and eye shadows, bronzer and body butters and lotions, based around eight key fragrances:
Four in our tropical theme;
Scents: Pink Frangipani, Wild Jasmine, Tropical Gardenia, Tiare Coconut.
Four scents in our Royal Collection, designed in honor of my hometown royals Princess Kate and Prince William.
Royal Egyptian Amber & Honeysuckle, Royal Water Lotus & Vanilla Musk, Royal Peony Rose & Mandarin Musk, Royal Green Fig & Vanilla Woods.
Q. Who is the Lucy B customer?
A. She’s a girly girl, loves natural ingredients, likes nature and yoga, is aspirational, loves colourful packaging, loves animals, cares about ingredients in her products, loves travelling and shops in a range of stores.
Q. Where is Lucy B’s Apothecary –Hollywood available?
High-end spas and apothecaries nationwide in USA. We will launch into other markets by Fall 2013.
Q What do you think today’s women are looking for in beauty products.
A. I believe women look for fast working, clever and easy to use products with excellent formulas that perform, that are also easy to carry and have beautiful packaging. In addition we look for products that can do two-three jobs all in one.
New product launches:
We have pretty boxed luxe hand and body products launching and our Hollywood Collection of Nail Polishes, launching for Fall 2013. We have great products on the drawing board for 2014 and foresee launching into a national chain also in that year. Lucy B’s Frangipani Organic Bronzing Shimmer Oil, is a celeb favourite as it gives an all-over golden glow.