Ideally located in the upscale Sablon district of Brussels, Beauty by Kroonen is a mecca for all beauty lovers. You immediately feel welcome stepping into the luminous space with a charming vintage feel on the street level of a 1900s house. Offering a warm atmosphere and service, this is a “feel good” place where you can come to see, touch, feel and talk about fragrances, make-up, skin care and everything involving beauty. The store’s focus is niche-only brands: exclusive fragrances, stand-out skin-care and make-up as well as indulging bath & body treats, hair care and exclusive beauty accessories.

Beauty by Kroonen was founded in 2010 by Ioana who has a marketing, innovation and project management background. Prior to opening her own store, Ioana worked for multinational companies in the FMCG sector and was always very interested in beauty products. Ioana created the store concept, and together with her architect brother, designed the space. Since the opening Ioana has been managing the store, welcoming customers and sharing her passion and beauty expertise - also as a certified make-up artist.


Why did you choose to work with NUORI?

NUORI is an innovative skincare brand constantly pushing the boundaries of natural skincare to the highest levels of performance. It’s unique concept of freshness sets it aside from other natural skincare brands and together with their exceptional quality products make it a strong contender in the category. We also love the flawless packaging!

What is your favorite NUORI product?

Infinity Bio-Fusion Serum – I am loving this product for its powerful anti-aging ingredients and its lightweight texture that the leaves skin silky soft.

How would you define ’Time Well Spent’?

The time when you’re doing something meaningful, for yourself and for the people around you, when you’re improving your life and your universe even if just a tiny little bit. Time that makes you feel good and that leaves you feeling good.

Visit Iona’s store at Rue Lebeaustraat 49, Quartier du Grand Sablon, Bruxelles 1000 Zavel Brussel.

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