Founded in 2014 by Laura and Dave Oosterloo, Bali Body, known for its natural, cruelty-free tan products for sensitive skin, has secured a $30 million deal with Coles Group. This expands their products into Coles stores nationwide.

Following overseas success, including CVS in the USA and selling over 50,000 units of their self-tanning milk in three months, Coles expects Bali Body products to sell at a rate of one every two minutes in the first year.

Retail Beauty caught up exclusively with Laura and Dave to find out more.

What does your estimated$30 million deal with Coles mean for Bali Body’s future?

 Dave: It has been a long-term goal to see Bali Body ranged in Coles nationwide, and we are thrilled to realise this dream with the help of the wonderful Sunless Tanning category team at Coles. Our recent strong performance in Australian grocery has us perfectly poised for this expansion into Coles where we will look to cement our position as the leading Self Tan brand in Australia. I am excited to share that early sales results have been incredibly positive, well exceeding our forecasts. We will be working closely with the Coles team to build out our in-store offering further and develop a successful and long term partnership with this iconic Australian retailer.

How has international growth, including CVS Pharmacy in the USA, shaped your strategy?

 Dave: Bali Body was founded in 2014, during the early days of social media, when businesses could thrive through D2C sales. As consumer behaviour evolved, it became essential for Bali Body to establish a strong retail presence globally to continue growth. Our expansion into the USA has particularly focused on retail partnerships, including launches in major outlets like Ulta and CVS.

What drove the success of your self-tanning milk, selling 50,000 units in three months?

Laura: The success of our Self Tan body Milk can be attributed to a combination of factors. First of all, the product itself is truly unique and innovative, with nothing else like it on the market. When developing this product, we noted a slight shift in attitudes toward self-tanning, particularly among our younger Bali Body consumers. They are now seeking hydrating self-tan products that deliver a natural bronzed result year-round – not just ultra-dark tans. The product also plays into the ‘yummy enough to eat’ beauty trend where beauty products are inspired by food – this is popular with our Gen Z and Gen Alpha consumers. This was great for marketing as we could get super creative with our in-house content, leading to viral TikTok success for our Self Tan Body Milk. This has directly driven demand, resulting in the product being restocked four times globally and selling over 50,000 units to date. 

Why do you think demand is so high for Bali Body in Australia, as Coles predicts one sale every two minutes?

 Dave: We have seen a high demand for Bali Body products in all of our Australian retailers, so the proof is in the pudding! The high demand for Bali Body in Australia can be attributed to several key factors. Our brand encapsulates summer, with our products promising glowing, bronzed, protected, and hydrated skin all year round. This aligns well with an Aussie lifestyle. Our products are premium quality at an affordable price. Our entire range caters for sensitive skin and is also 100% cruelty-free.

How do you see Bali Body evolving in the next five years?

 Dave: We will continue to strengthen our retail partnerships globally and cement our position as the leading Self Tan brand in Australia and globally. 

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