It takes a minute or two to realise the boudoir is, in fact, an apothecary, in Stockbridge.

A carefully researched and selected range of grooming and beauty products fill the space, bringing to the Capital top industry names including Becca, SUQQU, Butter London, Dr Lewinn's Private Formula, NV Perricone MD Cosmeceuticals and Rodial.

But the impressive result is hardly surprising – especially as London make-up artist Sadie Jean Sloss, pictured, is involved.

"This is what beauty shopping should be all about," smiles the 26-year-old, who returned to her hometown earlier this year to start up her own apothecary, called DollyLeo.

"It should be fun. It should be exciting to look around and it should have top-quality items that everyone can love.

"I've been a make-up artist in London for the past six years and I was wanting to do something different. I just got a little bit frustrated down there and I wanted to come home.

"I'd been working with a lot of these products in my line of work, knew the people who made them and I just found it all so interesting and wanted to bring it home to Scotland."

Originally from the New Town, Sadie left the Capital when she was 18 and went to do a diploma in make-up and special effects at London's leading make-up school, Delamar Academy.

Then she went on to train with international make-up artists Jemma Kidd and Ginni Bogado. By the time Sadie was 20, she was working at London Fashion Week, as well as doing artistry for many glossy magazines and television.

Tight-lipped when it comes to revealing just who she has groomed and beautified, Sadie will only give away the fact she regularly worked on "top models". She may be protective over her clients' privacy, but with a CV that includes stints on Britain's Next Top Model, Make Me a Supermodel, GMTV, MTV, various pop music promos, Vidal Sassoon, Toni & Guy, Vogue, Marie Claire and Glamour magazines, it's safe to say she's worked on some of the biggest names.

With the UK currently in the throws of a credit crunch and forecasters predicting it's only set to get worse, you'd be forgiven for assuming Sadie was taking a gamble starting up her own business. But, it seems, the beauty industry is bucking the current financial woes, with Mintel even reporting the health and beauty industry continues to be "an innovative and dynamic sector of UK retailing".

Sadie agrees and says: "In the last ten years there's been a huge change in the way people want to look. Cosmetic surgery, cosmetic treatments, products – there's so much choice, and consumers are wanting to keep themselves fresh and young. And why not? I can see why people choose to buy a nice product for £60 rather than go out on a Friday night and spend it on drink.

"And there's the instant feel-good factor when it comes to beauty, and I think this means the credit crunch won't affect the beauty industry."

According to Hazel Tierney, operations manager of John Lewis Edinburgh, the store is now the top performer in beauty sales in all of the 26 John Lewis stores nationwide – including London.

According to Hazel it comes down to the feel-good value. "In times when customers are getting cautious about making large purchases, they traditionally turn to the smaller luxuries to give themselves a lift.

"A glossy new lipstick from a premium brand or a fragrance from a design house are comparatively small purchases to make, yet they are still imbued with the luxury connotations of the brand."

A look inside the Boots and Superdrug stores on Princes Street reveal busy shop floors and queues at the tills. Space NK and Jo Malone in George Street are similarly busy, with the Scent Surround Starter Kit in Jo Malone one of its top sellers. Costing £36, Edinburgh shoppers are snapping them up to "create an instant scented sanctuary" thanks to a collection of miniature candles. At Space NK top sellers are in makeup.

"Boots customers are continuing to shop across the full spectrum of our beauty products to help them look and feel good," says a Boots spokeswoman, who claims the money-saving offers are a great lure for those on a budget.

"It is all about offering customers something more," says Louise Nolan of Celeste Beauty Spa on Leven Street. "I completely agree that the beauty industry is bucking the credit crunch and it's simply because people still want to treat themselves, but do so in a less expensive way that before."

So weekend breaks, lavish meals and nights on the town are out – or at least cut back on. But while we may give up big extravagances, we often compensate with smaller luxuries. Take the "lipstick test", which is now one reflection of tough times. If sales soar, some financial experts claim it's an indicator of a credit crunch. So the fact that sales at L'Oréal were £3.4 billion in the first quarter of 2008 – well ahead of the same period last year – is hardly surprising.

"It makes people feel instantly better," says Louise. "We've been doing really well with the beauty necessities, such as nails, waxing and tanning.

"These are quick treats which have that instant feel-good factor about them – and you can physically see the difference."

So it seems Sadie is on to a good thing – even if she is taking on the high street. But she doesn't seem fazed.

"Really great service is a must, and this can be a problem (on the high street]," she explains. "In some of the big places a lot of staff move on quickly and they have to keep training. You don't get the same service.

"Also, it's about the whole shopping experience rather than just buying the products.

"I get such pleasure from people telling me about their skin, their difficulties and make-up queries, as I can recommend the best items."

With make-up services starting at £60, semi-permanent eyelash extensions available and a men's room full of top-range male grooming products – and hot shaves available – it's clear to see why Sadie isn't worried. But she's not going to rest on her laurels.

"When the shop is up and running I will be returning to London a couple of days a month to ensure I know about all the trends, what's happening and what's set to happen.

"In this industry, you always have to be one step ahead – no matter how much people all love beauty products."

DollyLeo Apothecary, 22 Raeburn Place, 0131-315 2035, www.dollyleo.co.uk

DollyLeo is offering Evening News readers ten per cent off all purchases made in-store, from next Monday until Monday August 4. To qualify for this offer you must bring along an original copy of this article. No photocopies allowed.