Beauty Bliss is owned and operated in beautiful New Zealand. We’re dedicated to providing great customer service and super fast shipping, but most of all – helping beauty lovers buy gorgeous cosmetics at fantastic prices!

Our history

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

5 years later and Beauty Bliss has grown into New Zealand’s go-to destination for the hottest beauty brands. A far cry from that little spare room, we now have a warehouse and physical stores in Wellington and Auckland.

What we do

We believe in listening to our customers and seek out brands that are frequently requested and trending online. We don’t believe in pushy sales people, 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 them, and are constantly working to provide the best product information we can. We order testers from our suppliers and 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! ❤

Our Team



Toni's a web and makeup geek, and totally addicted to all things Beauty Bliss. Most days you'll find her organizing our next stock shipment or tinkering with the website code.

BB Wellington

 Gemma is a qualified makeup artist and beauty guru. She packs all of the online orders, keeps both the website and Wellington store running smoothly, and helps our customers pick the best products for them.

BB Wellington

 Montana helps out around the Wellington store - from serving customers to making sure everything is organized and looking pretty. She also takes a bunch of our Instagram photos.

BB Auckland

Sophie manages our new store in Auckland - monitoring stock levels and keeping the store running smoothly. When she's not run off her feet with the store, she also designs lots of our posters and web banners.

BB Auckland

 Debby is our in-house Makeup Artist at our Auckland store. She runs the makeup room offering makeup services, and helps customers find the best products for their desired look.

BB Auckland

 When she's not busy studying Makeup Artistry, Katy serves customers in our Auckland store and helps keep the store running smoothly on the weekend.


- Opened Beauty Bliss Auckland!
- Welcomed new staff: Sophie, Debby, Katy, and Sophie J.
- Added awesome brands: Smashbox, ghd, Moroccanoil, Inika, Real Techniques, Cloud 9.
- Regional Top Shop Awards Finalists: People's Choice.
- National(!) Top Shop Awards Finalists: Omni-Channel.
- Welcomed PartPay to allow easy payment in installments.
- Doubled the floorspace of our Willis Street store!
- Ran a stand at the Palmerston North Women's Lifetstyle Expo.
- Welcomed Montana and Christine to the team.
- Launched our Carousel Cosmetics eyelash range.
- Added awesome brands: Makeup Revolution, NYX Professional Makeup, Morphe, Revitalash, and Freedom.
- Ran a Christmas Pop-Up store in the Johnsonville Mall
- Welcomed our first Beauty Bliss baby: Toni's daughter Charli! :)
TopShopCategoryFinalist-Logo_Circle - Opened our Willis Street bricks-and-mortar store.
- Winner! Best Pure Play e-Tailer in the 2015 Top Shop Awards.
- Finalist in the 2015 Top Shop Awards for best e-Tailer (Nationwide).
- Finalist in the 2015 Top Shop Awards for People's Choice (Lower North Island).
- Nominated for an Ora Dreams Grant.
- Ran our first Expo stand. Thanks Wellington Women's Lifestlye Expo for having us.
- Reached 60,000 Facebook Fans.
- Welcomed high-end brands Anastasia Beverley Hills and Becca.
- Reached 40,000 Facebook Fans.
- Launched our in-house brand, Carousel Cosmetics.
- July: First Pop Up Shop in Wellington.
- December: Second Pop Up Shop in Wellington.
- Shipped over 25,000 products.
- January: Beauty Bliss launched!
- Our first staff member Kiriana joined.
- Toni quit her day job and started focusing on Beauty Bliss full time.
- BB moved out of Toni's spare room and into our Churton Park office.