Big W goes bigger on accessible, affordable beauty

Big W is levelling up the beauty aisle with a major expansion that cements its position as one of Australia’s most accessible and affordable destinations for skincare, makeup, haircare, and wellness. The retailer has added 420 new products from 22 brands, with an impressive 72% of its range priced under $25 — half of which come in under $15. Part of the Woolworths Group, with 179 stores nationwide offering everything from home and kids to fashion and now, one of the most inclusive and exciting beauty assortments in the mass market.

The move comes as social media continues to reshape consumer buying behaviour, with viral beauty products driving record traffic both in-store and online. Collectively, the newly added brands boast more than 230 million TikTok likes, highlighting Big W’s strategy to bridge the gap between on-trend discovery and affordable retail.

“We’ve scoured the globe and kept a close eye on social media trends to bring the most buzz-worthy brands directly to our stores,” said Taylah Gahan, Big W Beauty Category Manager. “This includes the launch of our own brand Beauty Bar, which brings the latest viral scents to life in bath and body products our customers are looking for.”

Big W’s expanded offering now features cult-favourite global and Australian brands including Quick Faced, Daise, Essence Cosmetics, Frank Body, Cosrx, Frudia, Skin1004, Some By Mi, VT Cosmetics, Real Techniques, Boost Lab, Dr Teal’s, and Hero Cosmetics.

Among the highlights is Big W’s debut own-brand range, Beauty Bar, featuring body butters, scrubs, lip oils, and bath bombs in globally inspired gourmand scents such as sticky date, jam donut, and vanilla honey — all priced under $12.

“This range revamp means it’s never been easier for Aussies to shop their favourite brands in one place, at prices that won’t break the bank,” added Gahan. “We’re also enhancing our stores to provide shoppers with a beauty ‘shop within a shop’ experience.”

The rollout champions homegrown innovation, with several Australian-founded brands joining the shelves.

Quick Faced — the new affordable sister brand to Quick Flick — marks its national debut exclusively at Big W. Founder Iris Smit said the partnership makes on-trend, problem-solving beauty even more accessible:

“Partnering with BIG W to bring Quick Flick and Quick Faced exclusively to their shelves is a huge win for our customers,” said Smit. “With savvy shoppers like Gen Z looking for products that solve real problems without compromising on budget, we’re proud to deliver high-quality innovation that everyone can afford.”

Skin Control Co-Founder Michael Porter echoed this sentiment, noting the brand’s expanded range will bring its evidence-based acne solutions to more Australians than ever before.

“Gen Z and Gen Alpha are searching for our products on social media every day, so we can’t wait for them to discover the range in stores and online,” Porter said.

The retailer’s broadened lineup now includes several internationally acclaimed names:

• Real Techniques: The original pro-inspired brush and sponge brand trusted by millions, now available nationwide. Hero items include the Everyday Essentials Set ($45), Miracle Complexion Sponge ($15) and Blush Brush ($25) — combining professional performance with affordability.
• Dr Teal’s: Expanding its iconic Epsom salts range with Shea Butter & Almond Oil Soak, Restorative Minerals Soak, and Wellness Therapy Soak ($20 each) — delivering accessible self-care solutions that soothe, hydrate, and restore balance.
• Mimi Haircare: Following its Shark Tank success and 547% YTD sales growth, the #1 kids’ haircare brand in Chemist Warehouse has now rolled out nationally to 220 Big W stores, with further international expansion on the horizon.
• K-Beauty Powerhouses: With Korean skincare continuing to dominate TikTok, Big W now stocks trending brands Skin1004, Frudia, Some By Mi, and Cosrx (whose hashtag has over 2 billion views).

Among the products already topping Big W’s beauty charts are Skin Control Pimple Patches, Collagen Glass Mask, MCo Xtend Lash, and Setting Spray — early indicators that the retailer’s new direction is resonating with social-savvy beauty shoppers.

By doubling down on affordability, trend-led curation, and in-store experience, Big W is reimagining what mass beauty looks like in Australia. The introduction of “shop within a shop” beauty zones and a focus on viral favourites puts the retailer firmly in step with the next generation of consumers.

Read issue 85 of Retail Beauty below:

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