Tuesday, November 8, 2011

Hip + Urban Store - Pretty Beauty & Books, Toronto

One look at the pink-striped floor, tissue paper-puffed ceiling and window ledge lined with nail polishes, and we were sold.

Entering Pretty Beauty & Books, the Mirvish Village beauty boutique, is sure to make even the most seriously put together woman squeal in girly girl delight.

It’s like walking into a cozy little beauty playroom adorned with vintage furniture and vanity trays housing lipsticks, blushes, polishes, serums and scents.

The products are nice to look at and nice to use - all from organic and eco-friendly lines such as makeup artist Rose-Marie Swift’s RMS Beauty ($41), water-based nail polish Scotch Naturals ($17.50) and fragrances by A Perfume Organic ($72.50) which come in a flower seed-embedded box to be planted after opening.

Owner Andrea Victory always dreamed of opening her own beauty emporium, and when she lost her marketing job in 2010 she and her now-husband Stephan LeCasse decided the time was right to bring the idea to life. 

During the year she spent developing a business plan for the new shop she developed a bad skin reaction to makeup which ended up inspiring her to focus the business on natural products as well as books on the subject. 

Eco-beauty favourites such as No More Dirty Looks: The Truth about Your Beauty Products and Gorgeously Green are Andrea’s guidebooks for the shops’ philosophy and line the bookshelves. In July the store also went online with the launch of www.shoppretty.ca for customers outside the city to purchase their favourite hard-to-find beauty products. 
As the holiday season approaches Andrea will be busy prepping the store with new product lines and “Pretty” grab bags filled with eco-beauty treats that will be making a spot on our Christmas wish list. 

Pretty Beauty & Books
587 Markham St. (south of Bloor St. W.)

Daniela DiStefano is a Toronto writer, editor and blogger. Follow her on Twitter http://twitter.com/#!/ddeestefano and her blog http://www.danieladistefano.com

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