Pepper, the green-winged macaw, looked on nonchalantly from his perch as guests roamed the opening party of the new Roven boutique, munching on vegan sliders and sipping lavender-infused cocktails.

Pepper’s presence was to help drive home the ethical, eco-chic vibe of the 1,500-square-foot space located at 1132 Abbott Kinney Boulevard in Venice, Calif., which had its official opening party on October 15, a week after Roven launched digitally.

The multi-brand, clean beauty retailer comes from San Francisco-based Grove Collaborative, a natural home products and personal care company, which reached $1 billion in valuation in September. Nicole Farb, Roven’s Co-founder, curated 30 brands with a total of 120 SKUs for the boutique; the e-commerce site has 500 SKUs.

“We wanted this to be a place where you can wander and feel free and explore the power of nature as it relates to beauty,” said Nicole at the opening, which was attended by actress/singer/dancer Julianne Hough, an investor in the brand. “It was about creating a space where we could curate the best brands that are pure and powerful.”

Nicole enlisted Robert Storey, of London-based StoreyStudio, and Venice-based sustainable architect David Hertz, to create an interior that would evoke a sense of nature; the color scheme recalls sunrise and sunset, display structures are painted pastel blue and peach, and treatments on the ceiling are designed to replicate clouds.

The space is also laid out differently from traditional beauty boutiques.

“We didn’t want to have horizontal aisles, or to group products by brand,” said Nicole.” Instead, customers can shop by the order of their morning routine. It’s an easy and accessible way to shop clean beauty.”

Close to the entrance, displayed on small circular beds of grass, is a range of cleansers, serums and cleansing oils from brands such as Pai, Rooted Beauty and Jose Rosebrook. In a separate section are Tonics & Essences, such as Harlow’s Flora Toner, and moisturizers from Ursa Major, Osea and Weleda.

Towards the rear of the store are make-up products, such as lip colors from Vapour and Lip Whip, laid out on tiny pebbles, and fragrances from brands such as Abel and Good Chemistry.

Offerings were selected based on what shoppers in Southern California would seek out, said Nicole, including sun care and moisturizers. In the weeks since Roven launched, Nicole said some best-sellers have emerged, among them Ere Perez Avocado Mascara and Osea Atmosphere Protection Cream. Nicole added that the average in-store basket is $60; prices in store range from $12 for Burt’s Bees to $150 for fragrances from Abel.

Nicole is planning to expand offerings into body and hair care products.