In the old days, an apothecary was the guy you saw when your leg was falling off, or you needed a mysterious potion to help with stuff like, you know, the plague. These days it’s a little less hard-core...
The Apothecary Store is an organic and natural skincare space in Prahran, just off Commercial Rd. It’s run by Danielle Ellis, a forensic technician and part-time beauty expert. By day, Danielle examines cadavers at the Coroners Court. This is her side hustle—an online e-commerce store with a shiny new bricks and mortar HQ.
The first thing you notice in here is the tranquillity. Danielle designed the space herself (her hubby knocked up the shelves and service counter). The wallpaper is imported from Europe. The flowers, from Prahran Market, just across the road. There’s a subtle fragrance in the air. If relaxation had a smell, it’d smell like this.
As for the products, Danielle pretty much stocks the things she likes. Artisan skincare brands like Herbivore, Vintner’s Daughter and The Beauty Chef. Small batch brands you wouldn’t find in Myer or David Jones. They’re all natural, and most are organic to boot. You can find boutique fragrances, hair treatments, lotions and body wash, even health food supplements from Welleco and Proplenish.
If you’re unsure where to start, Danielle is happy to give you some recommendations. The Apothecary Store is all about the tailored service. Oily skin? No problem. Dry and damaged hair? There’s a conditioner for that. Need something to ease work stress? Too easy.
Yep, the old-school apothecary is back. It just smells a whole lot better.
Image credit: Annika Kafcaloudis