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Beauty Heroes

Beauty Heroes

Spa in Novato, CA

Rated 5.0 out of 5 (72 on Google Maps) (opens in a new tab) Closed now

Beauty Heroes grew out of founder Jeannie Jarnot's interest in making healthy beauty simpler to shop. The Novato store is a retail shop focused mostly on organic skincare, haircare, bodycare and makeup, with an in-store discovery destination where people can explore new products.

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About

Beauty Heroes grew out of founder Jeannie Jarnot's interest in making healthy beauty simpler to shop. The Novato store is a retail shop focused mostly on organic skincare, haircare, bodycare and makeup, with an in-store discovery destination where people can explore new products.

Every product carried has to meet the business's Healthy Beauty Standard, which the business says goes beyond global cosmetic regulations. Products are screened to exclude synthetic fragrance, silicones, sulfates, parabens, PEGs, chemical UV filters and other ingredients, and the business does not carry silicones, synthetic acrylates, petroleum-derived ingredients or synthetic fragrance. Brands are expected to meet a values standard covering ingredients, ethical sourcing, packaging, cruelty-free practices, transparency and sustainability.

According to the business, every product is weighed across its full life cycle, taking in environmental impact, the fit with its brand values, and stewardship. Packaging leans toward pared-back, practical designs, post-consumer recycled materials, and labels that are accurate. Disposable items, including one-time sample packets, sachets, sheet masks, and wipes, are neither stocked nor accepted. Reusable trial and travel sizes are offered for certain hair care products and fragrances.

Facial services are offered in a private treatment suite. Each facial is priced the same regardless of which one is chosen, so the decision rests on skin needs rather than cost. The Hero Worship Facial comes in 90, 75 or 60 minute sessions, and a 2.0 version runs 90 minutes. Makeup services include a 45 minute Special Occasion session and a 60 minute Makeup Lesson. Waxing covers the brow, lip, chin, lip and chin together, and full face, and lash and brow tinting are available separately or together.

Guests can taste curated product samples through the Flight of Heroes and sip botanical teas and infusions while they shop. The store hosts private gatherings with a separate menu, and in-store events with brand founders and wellness experts are announced by newsletter. Membership includes 15% off most items in the Beauty Store, and a Monthly Discovery subscription delivers a box with one brand and two to four full-size products.

The store is open Tuesday through Friday from 11am to 6pm, Saturday from 10am to 6pm, and Sunday from 11am to 4pm, and it is closed on Mondays. Services can be scheduled by calling 415.895.1480, emailing novatostore@beauty-heroes.com, or booking online.

The business features one brand and one Hero product at a time to slow down product discovery, and encourages customers to buy only what they need because natural products have a shorter shelf life.

Guests shop in a store where botanical teas are served and treatments take place in a private suite.

Services

Final prices may vary.

Facials in a private treatment suite, from a 60 minute Teen Spirit Facial to 90 minute Hero Worship sessions, priced the same regardless of choice.

  • The Face Lift $99
  • Teen Spirit Facial $135
  • The Hero Worship Facial $190
  • The Hero Worship Facial 2.0 $240

A 45 minute Special Occasion makeup session and a 60 minute Makeup Lesson.

  • Special Occassion $75
  • Makeup Lesson $85

Lash tinting, brow tinting, and a combined lash and brow tint.

  • Brow Tint $40
  • Lash $40
  • Lash Tint $40
  • Lash + Brow $75
  • Lash + Brow Tint $75

Waxing for the brow, lip, chin, lip and chin together, and full face.

  • Chin $20
  • Chin Wax $20
  • Lip $20
  • Lip Wax $20
  • Lip + Chin $30
  • Lip + Chin Wax $30
  • Brow $35
  • Brow Wax $35
  • Full Face $75
  • Full Face Wax $75

Photos

  • Mobile hero banner with red hair products on a peach background
  • Tablet hero banner with a smiling model and red hair products
  • Desktop hero banner with a smiling model and red hair products
  • Bright Novato store interior with shelves and red Beauty Heroes wall
  • Wide view of the Novato store with pink counters and bar
  • Novato store interior showing service bar, stools and retail islands
  • Shelves of stocked skincare brands inside the store
  • Four women chatting in a bright lounge beneath a Live Lighter Love More sign
  • Four women chatting in a bright lounge beneath a Live Lighter Love More sign
  • Three Beauty Heroes branded subscription boxes on peach background
  • Stacked Beauty Heroes branded shipping boxes on peach background

Meet the team

Their website doesn't list the team, so we don't either.

Highlights
  • Products must meet a Healthy Beauty Standard that the business says goes beyond global cosmetic regulations
  • Flight of Heroes product sampling in the beauty lounge
  • Monthly Discovery subscription with one brand and two or more full-size products each month
  • Facials priced the same, with the choice based on skin needs
  • Member discount of 15% on most store items
  • Partnered with Provenance, which the business says makes it the first U.S. retailer to join
Good for
  • first facial
  • sensitive skin
  • event makeup
  • makeup lessons
  • brow and lash shaping
  • shoppers who want to compare clean products
  • monthly product discovery
  • private group bookings
Treats
  • unwanted hair
  • brow and lash definition
  • skin care
  • event makeup
  • teen skin care
Techniques
  • facials in a private treatment suite
  • waxing
  • lash tinting
  • brow tinting
  • makeup application
  • makeup lessons
  • product sampling

Products & treatments

  • Blue Beauty and Lifestyle offering
  • Laurel Skin
  • RiseWell Oral Care

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