Sydney brand MCoBeauty makes US debut in Kroger

Sydney brand MCoBeauty makes US debut in Kroger

MCoBeauty founder Shelley Sullivan.

Australian beauty brands are making a splash in North America this week, with Sydney-headquartered cruelty-free beauty brand MCoBeauty announcing its launch in one of the USA's biggest retailers Kroger within days of Ultra Violette setting a date for its wearable-textured SPF sunscreens to be launched in Sephora Canada

The company has opted to exclusively range with Kroger's 1,800 stores in the US market with the launch of more than 250 beauty and skincare products, including its XtendLash tubular mascara, flawless glow luminous filter foundation and lip oil hydrating treatment.

The move follows another year of solid revenue growth for MCoBeuty which is targeting a 292 per cent year-on-year increase to $247 million in FY24.

The beauty brand was launched in 2016 as a spin-off from ModelCo, founded by Shelly Sullivan who had previously established a successful model and talent agency in the 90s.

"Looking after so many models, I listened and learnt what they really wanted in their beauty regimens: quick-fix and smart beauty products that they could afford,” Sullivan explains.

"Models tend to be a tough audience. They spend half their time sitting in the makeup chair and have access to so many different brands. I knew if I could create something they loved and used in their downtime, then I was really on to something."

Her first product was a first-to-market heated lash curler, the Turbo Lash Wand, and that was followed by an airbrush self-tanning spray before the company's range of products grew to what it is today, involving collaborations with the likes of Elle Macpherson, Rosie Huntington-Whiteley, Danni Minogue, and Hailey Baldwin, who have all acted as brand ambassadors.

"Partnering with strong and empowering women has become something of a ModelCo signature,” says the founder and CEO.

The company has previously reported it was expecting 90 per cent revenue growth last year with $60 million in sales for FY23, and Business News Australia has sought clarification of whether this result materialised.

A selection from MCoBeauty's 250-strong range of products.
A selection from MCoBeauty's 250-strong range of products.

 

She says she is thrilled to be bringing the brand to the US, offering customers across America access to its "innovative and affordable beauty solutions".

"Our mission has always been to make high-quality beauty products accessible to all, and we're excited to introduce our range to a new audience," she says.

"Kroger is the perfect point of entry for us into the US. Similar retail environments have worked so well for MCoBeauty in Australia and New Zealand, providing a very loyal, and growing customer base for the brand, and I am confident we will see the same success with Kroger."

 Kate Meyer, Kroger's vice president of home, health & beauty care merchandising, highlights the appeal of MCoBeauty's "luxe for less" cosmetics and skincare products.

"Bringing this must-have brand exclusively to Kroger invites beauty enthusiasts to our stores to access highly sought-after products and offers our customers more beauty options, maximising convenience with every shopping experience," says Meyer.

"Our Fresh for Everyone commitment means accessibility across every aisle and we proud to collaborate with MCoBeauty, a brand that shares this vision."

The MCoBeauty is also stocked in Woolworths, Chemist Warehouse in Australia and New Zealand, and Big W.

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