Digital-first beauty brand True Botanicals gets physical in San Francisco

True Botanicals boutique San Francisco
Inside the first True Botanicals boutique, San Francisco, USA
(Image credit: press)

For the San Francisco-based, all-natural beauty brand True Botanicals, opening its first physical boutique on home turf was a no brainer.

‘The natural beauty of Northern California has informed my life, especially in creating True Botanicals, so San Francisco was a perfect place open our flagship,’ says the brand’s founder and CEO Hilary Peterson. ‘We want to have a direct relationship with our customers in every way possible. Our online conversations help them find the right routines for their skin. We want to continue that conversation offline, and in addition, offer experiences that you can only get in person.’

Those experiences include a skin clinic comprised of three treatment rooms, where clients can enjoy customised facials, an aromatherapy bar that will help visitors create custom-blends, and an onsite lab that will research and develop the brand’s upcoming products, which will also launch small batch releases that will only be available in the store. Free consultations are also offered to help pair customers with the right products for their lifestyle and needs.

Transamerica Pyramid

(Image credit: press)

Located opposite San Francisco’s famed Transamerica Pyramid, True Botanicals’ new 1,800 sq ft space has been designed by interior designer Jeremiah Brent. Inspired by the idea of a Californian oasis, Brent has filled the space with raw, tactile materials, weathered furniture and sensual imagery created by the brand’s creative partners, photographers Inez and Vinoodh. From the reclaimed barnwood used to make shelves and storage in the space, to the greenhouse-like glass ceiling and long farmhouse-style console, the rustic, yet elevated touches are a reflection of True Botanicals’ commitment to nature.

‘True Botanicals, for me, is one of those brands that is the future: it’s holistic, it’s nontoxic, it’s rooted in ceremony,’ explains Brent. ‘We wanted something experiential, rather than transactional – to beckon guests to sit down, connect, have a cup of tea, and immerse themselves in the sensorial.’

Peterson adds, ‘We are here to support our customer’s well-being, and want her to leave our store feeling better than when she came in.’

True Botanicals Jeremiah Brent interior design

(Image credit: press)

True Botanicals treatment room

(Image credit: press)

Jeremiah Brent rustic interior design

(Image credit: press)

For more information, visit the True Botanicals website


522 Washington Street
San Francisco, California
94111, USA


Pei-Ru Keh is a former US Editor at Wallpaper*. Born and raised in Singapore, she has been a New Yorker since 2013. Pei-Ru held various titles at Wallpaper* between 2007 and 2023. She reports on design, tech, art, architecture, fashion, beauty and lifestyle happenings in the United States, both in print and digitally. Pei-Ru took a key role in championing diversity and representation within Wallpaper's content pillars, actively seeking out stories that reflect a wide range of perspectives. She lives in Brooklyn with her husband and two children, and is currently learning how to drive.