NYC, IT IS OFFICIAL: BOOIE BEAUTY HAS LANDED

BOOIE Beauty just landed in New York City, and let me tell you, we made one hell of a first impression. Think incredible food at the indelible OASES, a bunch of beauty industry legends, and the kind of beauty products that make you feel like you’re the best version of YOU. That’s right, we’re bringing you the real deal mate, and you’ll want in on it.

So, what happens when you mix a few sips of coffee, some seriously fun makeup products, and a room full of beauty enthusiasts? Magic. Absolute magic. BOOIE’s USA debut at Oases was a thing of beauty - literally. We celebrated our launch with some of the most fabulous, down-to-earth people you’ll ever meet (and yes, you probably follow them on Instagram already). But the real highlight wasn’t just the faces - it was the message behind BOOIE Beauty: to make beauty fun, inclusive, and effortless. So, here’s what went down.

Show + Tell (but with a Side of Vegemite)

Let’s talk about the breakfast event, shall we? Because it wasn’t your average brunch. Imagine a room full of beauty experts, influencers, and journalists from ELLE, Grazia, The Wall Street Journal, all gathered around with coffee in hand and excitement in the air. Oh, and did I mention a few “tiny names” like Michelle Buteau, Katie Sturino, and Katie Jane Hughes were there too? No biggie.

We kicked things off with a relaxed vibe - think Polaroid cameras (because who doesn’t love a cheeky snap?), blue blooms everywhere, and a very Aussie touch: Vegemite (I know, but I had to). It was like we were giving New York a taste of home (and yes, I’m pretty sure some of them came around to the Vegemite). After all, what’s a better icebreaker than an Aussie delicacy and a bit of good ol’ fashioned beauty chat?

Makeup Made Real

My brief moment of "serious" came when I introduced BOOIE Beauty to the crowd. The thing is, we’re not about that airbrushed, over-the-top makeup that makes you feel like you're hiding behind layers. Nope. We’re here for the makeup that makes you feel like the best version of yourself, with none of the pressure. I shared how BOOIE is all about creating inclusive, real products that embrace what you’ve got going on. Think a gorgeous, hydrating illuminator that we've named Bloody Delicious, to highlight your skin (available in 4 shades), Bring Back the Bush! a gel and tint to bring back some life into your eyebrows after the 90s stole them and You're Welcome tubular mascara to lift and add volume to your lashes.

No need for filters here. Makeup should be fun - not intimidating. Whether you’re getting dolled up for a night out or just want to feel fresh-faced for your next Zoom meeting, we’ve got you. And trust me, once you try BOOIE, you’ll never want to go back to those other beauty routines that make you feel “meh.”

The Setup: NYC, You Had Me at Hello

Oh, NYC, you really know how to treat a girl. The event space at Oases was decked out in all the right ways - blue blooms everywhere, Polaroid photo ops, and a whole lot of BOOIE products for guests to test out. I mean, what’s an event without a serious try-on session, am I right? Plus, nothing gets the conversation flowing like a good product try-on - especially when everyone’s loving how easy the products are to use and how great they make you feel... in particular our innovative lip, cheek and eye tint Bam! Bam! Bam! was a real winner with guests loving the versatility and our 2 shades named after Rose and Red Wine (are you surprised?!) and they love Where the Hell is My...? nourishing lip stick! A product dedicated to anyone who has had to rummage around in a handbag looking for their lip balm. Plus, this now comes in a nifty trio pack so you have a lip stick for your car, bag or down the side of the couch!

But let’s be real, the menu was chef’s kiss. I mean, it wasn’t all Vegemite, there were so many delicious bites to keep us energised as we tested out the goods. If you ask me, any event that involves food, beauty, and a whole lot of laughs is a winner.

BOOIE Beauty is now officially in the U.S. and ready to give you the beauty products you’ve been waiting for. We’re not here to make you look like someone else - we’re here to make you feel like your most fabulous, real, authentic self. The best version of you. And because I know you’re dying to try it out, go ahead and shop the full BOOIE Base Face collection. Trust me, you’re going to want all of it.

Big love, Celeste x