theBalm Opens with Personalized Beauty Tutorials and More

theBalm's San Francisco flagship

theBalm’s San Francisco flagship

Admit it: you’ve snuck onto YouTube a few times to get a few pointers on getting that ’60s cat eye just right, or you’ve checked out a few video tutorials on just how to sculpt your face so you look like you’ve been good about that juice cleanse. Well, instead of following a YouTube guru, how about you get your very own personalized tutorial? You can get that (and a lot more) at the Balm’s brand new beauty flagship in San Francisco’s Mission District. The shop is the brand’s very first dedicated storefront — that means no more scouring Sephoras, Nordstroms and other stores to find the brand’s entire selection — blends beauty shop and beauty studio thanks to recorded tutorials and a full stock of the brand’s color cosmetics, nail polishes and hair products.

TheBalm is based in San Francisco, where founder Marissa Shipman set out to make paraben and cruelty-free skincare and cosmetics. Since then, she’s expanded theBalm to include hair and nail products, but it’s the color cosmetics that have made theBalm a go-to brand for beauty junkies around the globe. The brand’s cheeky palettes (Nude ‘tude), wordplay-heavy (InSTAIN Cheek Stain) product names and unique packaging — the Nude ‘tude palette is available in a “naughty” or “nice” version with corresponding graphics inside — set it apart from more serious brands that might take some of the fun out of getting made up. Don’t think that Shipman’s slacking on what’s inside the packaging, however, because inside the pin-up and calendar girl inspired compacts, theBalm products are known for being cutting-edge when it comes to formulas without being user-friendly.

Inside theBalm's San Francisco flagship

Inside theBalm’s San Francisco flagship

It’s that love of the new that sparked Shipman’s Quiet on the Set program, which lets you become the subject — er, star — of your very own makeup tutorial. Sit down in the director’s chair and a trained theBalm makeup artist will talk you through a demo step by step. Need pointers on a smoky eye? Want to know just how to use a highlighter? Don’t worry, because like the best YouTube tutorials, each artist will hold up every product to the iPad recording your session and then document every secret tip and trick she’s got in her arsenal. When you’re all dolled up, just head home and log into theBalm’s website where you can watch your video again and practice it DIY-style with your new goods (you can make your vids private or let the entire theBalm fanbase see you get glammed up). Best of all, the service is completely free unless you’re coming in on a holiday. No purchases required, no appointments necessary. But with an entire store stocked with cheek stains, eye shadows, palettes galore — the list goes on — you’ll find it tough to walk out empty handed.

theBalm is located at 788 Valencia Avenue, in San Francisco. For more information, visit

Images courtesy theBalm

Tags: , , , , , , ,

Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.