About Us

Beauty Bliss is proudly owned and operated in beautiful New Zealand. We are dedicated to providing great customer service and super fast shipping, but above all, we help beauty lovers buy gorgeous cosmetics at fantastic prices!

Our Story

Toni Cox Beauty Bliss

In late 2012 over a few Christmas wines, Toni purchased $300 worth of makeup with the intention of starting an evening side hussle. Within months the website had taken over her spare room, and her full time role as a Web Developer was taking up precious makeup-packing time. She quit her job, and jumped full time into Beauty Bliss.

11 years later and Beauty Bliss has grown into New Zealand’s go-to destination for the hottest beauty brands. We've expanded from makeup into hair care, skincare, body, fragrance and wellness products. We're authorized stockists of over 100 brands, many of which are proudly made here in New Zealand. We also own and operate our in-house brands BB Basics, Carousel Cosmetics and Bahama Bod.

We've come a long way from that little spare room. We now have a busy Wellington warehouse, shipping out orders to customers across New Zealand and Australia.

What we do

We use customer feedback to drive purchasing decisions, and seek out brands that are frequently requested and trending online. We don’t believe in pushy sales tactics, or stocking products that continue to get negative reviews just because they might offer a great margin or sales incentive.

We want our customers to have the power to choose what is best for their needs, and are constantly working to provide the best product information we can. We purchase testers from our suppliers to create our own swatch images for shade comparisons, and tweak brand images to get colours as accurate as possible.

Our beliefs

We believe that makeup should be fun, empowering, and accessible to everyone regardless of their age, their skintone or the gender they identify as. We believe that you deserve to feel confident and empowered, and not judged or told how you should look. There’s no right or wrong way to wear makeup, you do you!

Meet the Team



Toni is a Mum to 2 girls, and is totally addicted to all things Beauty Bliss. Most days you'll find her organizing our next stock shipment or tinkering with the website code.



Gemma is a qualified Makeup Artist. She manages purchasing for several brands and answers your pressing beauty questions via our Live Chat.



Jen brings her retail experience to Beauty Bliss where she packs orders, receives incoming stock and keeps the warehouse running smoothly.



Phil manages our website, building new features and keeping things running smoothly. He's the one scaling the website up during our crazy sales!

Top Reasons Our Customers Love Us

Beauty Bliss
Top Shop Awards
Fast 50 Awards