Number One Beauty — Attraction in Santa Monica

I really, really, really love Number One Beauty. It's located in an active, bustling part of Montana Avenue and has a selection that will blow your mind. This is basically my dream bathroom cabinet come to life!

Some of my favorite items from here: Nunu Davines Shampoo and Conditioner (awesome for platinum blondes!!) Stila Foundation with concealer Gold plated toothbrush (sounds crazy, but it was just $10) Stila lipsticks Blonde eyebrow brush Boar hair round brush Hair clips and rollers Fabric tie headbands Travel makeup jars (ranges from $1-$4)

Everything is fairly priced and the store is immaculately clean and organized. You'll often see an associated dusting the shelves. Jacques has owned the store for two decades and has true expertise in the beauty lines he carries.

The team at Number One Beauty treats clients with respect and customizes their recommendations based on your needs and budget. They are all chic, knowledgeable and well-appointed. Skip Ulta, Sephora and Amazon and head to Number One Beauty for a truly personal, local experience. This is the way beauty shopping is meant to be!

Pro Tips: There's a small parking lot behind the store which is free with validation Get to know Jacques and ask for his recommendation. If a brand is out of your price range, ask for a product recommendation in your budget! There's a tiny shop in the back called Olga's Facials where you can get an incredible facial for a...

9.29.18: update: Still my favorite place to get advice and products.

2017: This place is a treasure in Santa Monica. The staff is very knowledgeable. I have been going here for years and have never been disappointed. And they carry products you will never ever find in the more commercial places like Ultra. For example, they are the only beauty supply I have found to carry Brett Freedman products. His eyebrow products are better than any other. And they have a special line hair products that have saved my swimming-every-day hair.

This is one local business it is very important to support. Besides having an incredible array of products, they know their products, and they take the time to know you and your face, and your needs. You'll see them outside all the time checking the makeup a customer just applied in the sunlight to be sure they got it just right. This is a good business run by the kindest most caring people. I offered 6 months ago to give them a yelp review. And here it is. Finally! (and I didn't change my opinion in all that time lol)

PS I just read the review saying the owner is not good to the employees. There must have been a reason if something odd happened. If you want to know how the owner is just look at his employees. If they go out of their way for you and have good spirit, believe me, their employer is a good man. I have watched their interchanges for years. That must have been a...

Number One Beauty will always be the #1 beauty supply store to me. I've been buying almost all of my personal products as well as gifts here since they opened in the 80s. I joke the owners that we are all growing old together. It is a family run business. The owners, Mercedes and Jack, are the most wonderful and caring people you'd want to know, and many of their customers proudly call them family as well. They are loved and cherished by all of their customers because they go above and beyond the norm in stocking the finest and highest quality beauty products including make up, every aspect of hair care, the finest hair brushes, and the most esoteric accessories you didn't know were essential to your well-being! If there is a problem, they take it back, and if you want something special, they'll order it. The store is run beautifully and wisely, it is very organized and if you can't find what you want, they'll get it for you. What more could...