Beauty. Heaven. There is no other way to describe the haven that is Indulge Beauty at Westfield Stratford.

Think makeup, nails, fragrance skin, hair and body care for men and women from over 120 cult, classic and emerging brands under on roof. For all tastes, all budgets.

I was really impressed with the quality and selection of the brands present. Being a beauty blogger, obviously I knew many, but there was a lot still to discover.

Also, the dedicated male beauty area caught my eyes – a comprehensive and approachable offer even for the shyer men starting to get into skincare and grooming.

And their fine fragrance section? To die for. Got me all in love with Eight & Bob (the Original) and I shall get my claws on it at some point.

I left the shop with a gorgeous Capsule box, which only lightly touches on the breadth of the beauty offering from Indulge; from well know Urban Decay, Glam Glow and Beauty Blender, to cult Skin Laundry and classic Clarins and GHD; this just a tiny sample of what you can expect from a place which seems to have it all.

The idea behind Indulge Beauty makes me even fonder of it: a place where the real YOU is celebrated, with their mantra: Be bold, Be brave. Be you.

The best thing? At Indulge Beauty you can get a routine tailored for you – think a shampoo from one brand, conditioner from other, mask from a third; eyeliner from brand A, mascara from B; day cream from brand X, day cream from Y… you get the idea.

Most importantly, advice is neutral, focused on your needs and you can get all in one place!

What better than killer beauty to highlight that bolder and braver you?

From the guys behind The Fragrance Shop, Indulge Beauty is located at Westfield Stratford (Unit 20, The Arcade, Montfichet Road, E20 1EH), in London (soooo close to me, how lucky am I?).

I also popped in (I do all the time) yesterday and was received with friendly, but not obtrusive or pushy smiles, great advice and fun chat (I talk too much so I always initiate).

You can also shop online at indulgebeauty.com, as well as read a bit more about them and what beauty revolution they are plotting!

You know the drill, but I’ll say again: this post contains PR samples. This review, however, is based on my experience with the product and reflects my honest opinion on them.