• Sometimes, less is more when it comes to beauty. Just ask Melissa Shipman, the creator of the simply beautiful makeup line theBalm. Unhappy with the makeup options available on the market, Shipman began creating concoctions in her own kitchen, and the rest is beauty history. Focusing on simple necessities rather than cheap thrills, theBalm makeup offers gorgeous beauty solutions in adorable retro inspired packaging.

    New to the brand? Try the soon-to-be cult classic, the Hot Mama Shadow/Blush. This is a universally flattering product that works as a highlighter, shadow, and blush. Hot Mama is complimentary to all faces, and its versatility makes it perfect for gals on the go. Says Apothica Customer Tracy, "Hot Mama is gorgeous! It's a peachy-pink hue that beautifully highlights and reflects the light from your cheekbones!”

    theBalm Stainiac in Homecoming Queen is another customer favorite. This peachy gel blush gives a subtle but striking flush to just about any skin tone. "The colour for homecoming comes out like a bright orange but once blended onto your cheeks sheers out to a lovely coral/peachy/orange, great colour to brighten up your face!” –Madame B, an Apothica Customer, raves.