I remember when Bluemercury finally came to Dallas. It was a Big-with-a-capital-B deal. It was only four years ago, but back in 2015, we didn’t have Cos Bar or Forty Five Ten’s fabulous downtown counter, and clean beauty staples Credo and Follain had barely opened the doors to their original outposts on the coasts. Bluemercury was our first real taste of luxury beauty brand curating beyond the sprawling department store template.
Our local beauty retail scene has gotten a lot more crowded since 2015, but Bluemercury hasn’t been pushed out as a go-to source for skin and hair care. Personally, it’s still my number one—it’s the only beauty boutique I can find my clean beauty favorite RMS Beauty and NARS’ tinted moisturizer (which I’m afraid would fail the Follain approval process).
Bluemercury doesn’t strictly stock clean products, but it has made some big moves to embrace the mindful beauty wave, adding a slew of natural brands, including Caudalie, Osea, Indie Lee, and Odacité, over this years. This month, they launched their Conscious Beauty Program, which helps shoppers feel confident about selecting products that are organic, vegan, or naturally-derived. Those who make a purchase of more than $125 will get a Bluemercury “wellness” bag filled with a slew of conscious beauty-approved products.
The gift-with-purchase ends May 2, but I have a feeling Bluemercury’s focus on conscious beauty will extend well beyond then.
