Love Mecca? You'll Live for This New Online Beauty Store
Oh boy is your savings account about to take a real hit. Eleanor Pendleton, founder and editor of Australian beauty site Gritty Pretty, has just launched an e-commerce store and a candle collaboration all in one go, and we’re obsessed. The online store offers a curated mix of brands and products—so while it may stock a brand you love, you’ll only find a selection of the products available. Every item stocked is hand-picked by the Gritty Pretty team, so you know that everything you’re buying, has an editor’s seal of approval.
Ahead of its launch, we caught up with Pendleton to learn more about the e-commerce offering, and why she felt it was finally time for the next stage of Gritty Pretty. Scroll down to read our exclusive interview.
Byrdie Australia: Tell us about the next stage of Gritty Pretty.
Eleanor Pendleton: Gritty Pretty is a popular online destination for beauty tips, tricks, inspiration, and tutorials. Now, Gritty Pretty will be adding e-commerce to its website—offering a highly curated edit of beauty products (approved by our team of beauty editors) which are available for our readers to now purchase.
Our motto has always been 'beauty without the bulls*&!'.
BA: Why have you decided to expand into e-commerce?
EP: It is a very natural progression for the brand. Thanks to my sixth sense (also known as Google Analytics) we were able to clearly see our readers shop regularly online from our articles and digital magazine.
We wanted to create a simplified approach to online shopping—a very discerning edit of beauty products, tips and inspiration deemed essential by the industry experts who know best. Our motto has always been 'beauty without the bulls*&!'. We wanted to create a Gritty Pretty end-to-end shopping experience that was both personal and first-class.
Whether you want to buy the best goes-on-everything lip balm (Lanolips 101 Ointment) or the micellar water of all micellar waters (Bioderma Sensibio H20) or perhaps purchase the niche fragrance you've been coveting (Juliette Has A Gun Not A Perfume), Gritty Pretty will offer it and we will do so in a very stylish and distinct way.
BA: What brands will you be stocking? Can we expect any exclusives?
EP: To start off with, we're launching with 20 beauty brands with including Becca Cosmetics, SK-II, SACHAJUAN, Alaïa, Narciso Rodriguez, R+Co, St. Tropez and Helmut Lang to name a few...
Of our staple of brands, we may be stocking just a few or even just one product from that brand—the product(s) that are truly indispensable!
We will also be launching a collaboration with Gascoigne & King—one Gritty candle and one Pretty candle that I've spent over a year (and over fifty trials) to perfect two scents to embody the Gritty Pretty brand. If you imagine the Gritty Pretty brand, this is exactly what these candles smell like.
BA: How will Gritty Pretty and your e-commerce store work together?
EP: Our approach is to only stock a small, curated edit of beauty products and brands; and we will continue to publish Gritty Pretty Magazine and articles on GrittyPretty.com. Yes, we will be able to educate and inform our readers of certain products available on GrittyPretty.com, however, we will continually support MECCA, AdoreBeauty, Priceline, Myer and David Jones.
I wanted to do something different. I wanted to give our readers something different.
BA: What have you set out to achieve by launching e-commerce?
EP: I had the same approach to launching to the e-store as I did when launching Gritty Pretty Magazine. I had a bit of a light-bulb moment. "Why hasn't anyone done this before?", I asked myself on both occasions. "Why isn't this available to women everywhere?" I wanted to do something different. I wanted to give our readers something different.
I saw a lot of retailers and e-tailers moving into content creation, which is what we specialise in as beauty editors. But, what I also saw was a big gap in the market for a beauty publishing platform like Gritty Pretty to expand its offering into e-commerce giving access to its already established beauty-obsessed audience.
When our readers come to us because they trust us, that is a responsibility we don't take lightly. We believe our readers deserve the best. Just because you're stocking up on your favourite every day illuminator or investing in a special new face oil, it doesn't mean the online experience has to be bewildering or boring. We believe our Gritty Pretty readers deserve the ultimate online beauty shopping experience and our intention from the very start was creating that for them. From the ease of purchasing from a tight edit on your smart device to receiving and unwrapping that beautiful black box, I treated the entire process as a ritual—a ceremony. I'm so proud of what my team and I have achieved—it really is only the beginning. And, if we can make just one woman feel beautiful about herself, then the past nine months of working seven days a week on this project will be worth it!