Bloum
founder: Annjulie Beaulieu
course: International Organic Skincare Entrepreneur Program + Diploma in Organic Haircare Formulation + The Lab
Graduation year: 2022
location: Croatia
Hero product: Fortifying – Straight Hair Shampoo Bar.
Brand overview
Founded by Formula Botanica graduate Annjulie Beaulieu, Bloum was born from a personal desire to improve brittle, straight hair through a simpler, more effective approach to haircare. While studying natural cosmetic formulation, Annjulie came to realise that a well-designed washing routine can make a significant difference. This insight led her to focus on developing a shampoo that truly worked for her hair type.
After a year of trial, error, and rigorous self-testing, Annjulie noticed a remarkable transformation. Her hair became thicker, shinier, and stronger, and she could go two extra days between washes. What started as a personal breakthrough soon expanded. Her husband, who has curly hair and struggled with dryness and brittleness but avoided styling products, also needed a solution. This sparked a simple yet powerful idea: could a washing routine alone be enough?
That question became the foundation of Bloum. The brand offers haircare adapted to different hair types, designed to deliver more from every wash. With Bloum, haircare is uncomplicated and efficient: wash, dry, and go. The result is hair that looks and feels healthy, supported by a simple shower routine that fits effortlessly into busy lives.
Annjulie credits Formula Botanica with giving her the formulation skills and professional structure needed to enter the indie beauty industry with confidence. Before enrolling, she was making body balms at home; afterwards, she felt equipped to answer detailed questions from clients about cosmetic composition and formulation. The training provided a clear framework covering formulation, marketing, and legal compliance, helping her build her brand with confidence and intention.
Despite holding a master’s degree in business, Annjulie found the International Organic Skincare Entrepreneur Program invaluable for its industry-specific focus and depth. In hindsight, she describes it as exactly what she needed to fully think through her brand strategy. She used multiple elements of the programme to launch Bloum and define its direction, noting that the mindset cultivated through Formula Botanica was just as important as the technical knowledge. Annjulie shares that she would not have felt ready to launch her brand without the education, structure, and confidence gained through Formula Botanica.
