Karen MacDonald, owner of natural beauty retailer Blomma Beauty, has created a vibrant haven for natural and organic skincare enthusiasts in the heart of London’s Coal Drops Yard. Her journey from retail buying to founding a unique experiential store is a testament to the power of persistence, adaptability, and a passion for creating connections between people and products. Over the years, her ability to innovate and embrace challenges has turned Blomma Beauty into a trusted name for skincare enthusiasts and a benchmark for community-driven retail.
From retail buyer to entrepreneur
MacDonald’s career began on a graduate scheme with Fenwick, where she gained hands-on experience managing everything from Christmas decorations to jewellery. Reflecting on this period, she says: “You would treat your department like a P&L. That gave you a really good grounding in trading and retail.” This foundational experience paved the way for her roles at World Duty Free, where she explored pop-up retail in airport lounges, and QVC, where she honed her knowledge of skincare.
Her time at QVC was particularly formative. “It’s all about educating the customer, getting them to feel like they are with you in that studio,” MacDonald explains. The experience allowed her to understand the importance of storytelling in retail and the value of deep product knowledge. These skills became instrumental when launching Blomma Beauty. “Our model is completely experiential. We’re not just products on shelves. We do treatments, events, and tell the stories of small, independent British brands.”
MacDonald’s commitment to blending education and engagement with retail was influenced by these experiences. She notes: “Customers respond to authenticity. It’s about creating a personal connection, which is what we strive for at Blomma Beauty.” Her years in retail buying also gave her a deep understanding of market trends, customer preferences, and the logistical intricacies of running a business, laying the groundwork for Blomma Beauty’s unique proposition.
“The pop-ups allowed us to build momentum and understand what worked best before committing to a permanent space.”
The birth of Blomma Beauty
The idea for Blomma Beauty germinated during MacDonald’s tenure at QVC. “There was one brand in particular, Add Skin Synergy, that transformed my skin,” she recalls. Inspired by the lack of accessible, luxurious natural beauty options, she decided to create a space where people could explore such products with confidence. “I wanted to offer a space where people could not only shop but also learn and connect with the products in a meaningful way,” she adds.
In 2018, Blomma Beauty began as a pop-up business. “At weekends, I would rent a space and essentially put on a natural beauty market,” she says. Testing the market through 11 events over 18 months, MacDonald found a receptive audience. “The pop-ups allowed us to build momentum and understand what worked best before committing to a permanent space.”
By 2020, Blomma Beauty had secured its current location in Coal Drops Yard. The space, a blend of old-world charm and modern design, reflects the brand’s ethos. “We occupy a beautiful old railway arch with exposed brickwork and modern shop features. It’s cozy and adaptable, perfect for our events and treatments,” MacDonald says. The space has become a cornerstone for her vision of retail, offering both an inviting ambiance and the flexibility to host workshops and events.
Experiential retail: a cornerstone of success
Blomma Beauty stands out for its commitment to experiential retail. “We try to bring the products to life in different ways,” MacDonald explains. From workshops on gua sha techniques to bespoke facials and meditation classes, the store offers much more than a typical retail experience. “It’s about creating connection and memory,” she adds. “Whether that’s through storytelling or a simple hand massage, these touchpoints make a lasting impression.”
“The ‘lipstick effect’ shows people might skip a holiday but treat themselves to a cozy night in with some bath salts.”
Her focus on storytelling extends to the brands she partners with. “We cherish having a people fit. It’s not just about the product; it’s about building a partnership. Many of our brands spend time in-store, getting to know our customers,” MacDonald explains. This collaborative approach has fostered a loyal community of both customers and brand partners. “When customers see the faces behind the products, it adds a layer of trust and engagement that’s hard to replicate online,” she emphasises.
The workshops and events hosted by Blomma Beauty have proven particularly effective. “We organise everything from salt-making workshops to sessions on using gua sha stones,” MacDonald shares. “These aren’t just sales opportunities—they’re ways to engage with the community and help people connect with the products and brands on a deeper level.”
The store also emphasises education. “Our customers often come to us for advice, whether it’s about the best products for sensitive skin or how to create a sustainable beauty routine,” MacDonald says. This consultative approach has earned Blomma Beauty a reputation as a trusted source of guidance and expertise in the natural beauty market.
Navigating challenges and growing resilience
The path to success hasn’t been without its hurdles. The COVID-19 pandemic forced MacDonald to pivot. “We focused on building our website, so customers could still access the brands they loved,” she recalls. This resilience paid off, as the brand continued to grow post-pandemic.
“We want to create more opportunities for customers and brand partners to connect and learn from each other.”
MacDonald’s adaptability extends to addressing economic pressures. “We’ve seen transaction values decrease, but the number of shoppers has grown,” she says. The ‘lipstick effect’—a phenomenon where consumers indulge in small luxuries during tough times—has played a role. “People might skip a holiday but treat themselves to a cozy night in with some bath salts.”
This resilience also stems from her ability to listen and adapt to customer needs. “We’ve always focused on being approachable and transparent. Our customers know we’re not here to oversell; we’re here to guide them toward the best choices for their needs,” MacDonald explains. Listening to customer feedback and maintaining flexibility have been key to navigating economic challenges and building a loyal customer base.
Looking ahead
Blomma Beauty’s future is bright, with plans to refresh the store’s interior and expand its treatment offerings. “We’re looking to upgrade the space to better showcase our products and create a more private treatment area,” MacDonald shares. Collaborations with practitioners and concession partnerships are also on the horizon, promising even more growth.
MacDonald’s commitment to sustainability remains unwavering. “Many of our brands produce small batches with natural ingredients, which reduces waste. Bigger brands could learn a lot from this approach,” she says. She also champions initiatives like donating excess stock to charities, aligning with the growing movement toward ethical beauty practices.
Additionally, MacDonald envisions Blomma Beauty becoming a hub for education and collaboration. “We want to create more opportunities for customers and brand partners to connect and learn from each other,” she explains. Whether through workshops, panel discussions, or digital content, Blomma Beauty aims to be at the forefront of the natural beauty movement.
The broader vision for retail
Karen MacDonald’s journey with Blomma Beauty exemplifies the power of experiential retail and community-driven business. Her vision, rooted in education, connection, and sustainability, offers a blueprint for others in the industry. As she looks to the future, one thing remains clear: Blomma Beauty is more than a store—it’s a celebration of natural beauty and meaningful connections.
In many ways, Blomma Beauty is redefining the retail landscape. By focusing on community, personalised service, and sustainability, MacDonald has created a space that feels less like a traditional shop and more like a welcoming hub for beauty enthusiasts. Her story is an inspiring reminder of what can be achieved through passion, perseverance, and a deep understanding of your audience.