Move over, Mecca and Sephora—Wesfarmers Health has introduced an exciting new retail concept, Atomica, a beauty and wellness store designed for enthusiasts seeking affordability and inclusivity. The pilot store, located at Castle Towers in Sydney, officially opened last week, showcasing a curated selection of global and Australian beauty brands alongside innovative in-store services.
Retail Director Richard Pearson explained the inspiration behind the launch, saying, “We saw a gap in the market for an affordable and accessible beauty-focused retail proposition that delivers an inspirational in-store experience featuring coveted international brands and locally-loved Australian brands.” He added, “At Atomica, our focus is on inspiring customers with affordable ways to invest in their beauty and wellness.”
The store’s product lineup includes viral sensations such as Bubble Skincare and Korean beauty favourite Innisfree, along with established brands like The Ordinary, La Roche-Posay, and CeraVe. Shoppers can also discover other trending names like Pixi, Clinique, Conserving Beauty, Hairification, e.l.f, and Milani.
Atomica also offers a personalised shopping experience through its dedicated Glow Advisors, who provide tailored beauty consultations and services, including skin scanning, makeup applications, and lash enhancements.
The Castle Towers store marks the first transformation from a former Priceline location without a pharmacy. The pilot concept is part of Wesfarmers Health’s broader strategy, with plans for further expansion to other Australian locations in 2025. Additionally, Australia’s largest health and beauty loyalty program, Sister Club, will soon integrate atomica, allowing members to earn perks across Atomica, Priceline, and Priceline Pharmacy stores.
Richard Pearson noted the early success of the concept: “Harnessing inclusivity is a core value of atomica, and judging by initial feedback, we have started the journey of delivering a retail format that we know Australians will love.”
Wesfarmers Health, a division formed in 2022, has a portfolio of health and beauty brands, including Priceline Pharmacy and medi-aesthetics clinics like Silk and Clear Skincare. Atomica represents the company’s latest innovation in beauty retail.
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