Where you learn you

Bloom Makeup Lab is a modern beauty experience blending backstage expertise, personalised artistry and real-world beauty education. Through curated group Labs and private sessions, we help women and teens of all backgrounds explore confidence, creativity and self-expression in an intimate, inclusive and elevated environment.

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The Vision behind Bloom

Founded by Cheryl McKellar, Bloom Makeup Lab was created to reconnect beauty with confidence, creativity and human connection. After decades in global artistry, education and retail experience, Cheryl saw a growing need for modern beauty spaces that feel more personal, inclusive and emotionally engaging than traditional beauty environments.

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Founder Story

After studying Media Makeup Artistry and Hairdressing, Cheryl landed her dream role at MAC Cosmetics at just 20 years old. Her passion for artist training and development quickly accelerated her into senior leadership, leading the UK & Eire business within three years before helping drive brand expansion, growth and reinvention across EMEA and Emerging Markets through to 2025.

Over the last 25 years, Cheryl has travelled the world developing makeup artists, working with consumers and celebrities, and collaborating backstage with some of the industry’s most iconic artists and designers since 2003.

Bloom Makeup Lab was created to bring that same sense of creativity, belonging and self-expression Cheryl first discovered at MAC to a new generation of women and young ladies today - creating a modern, inclusive space to explore beauty, build confidence and gain real industry insight to make smarter, more personal beauty choices.

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