Australian beauty brand MCoBeauty has officially entered the US market, launching its range in over 1,800 Kroger stores nationwide. This strategic debut was first hinted at by Retail Beauty in September last year, highlighting MCoBeauty’s ambitious plans to broaden its footprint beyond Australian shores.

Founded by Shelley Sullivan in 2016, MCoBeauty has rapidly established itself as Australia’s fastest-growing beauty brand.

The US expansion introduces MCoBeauty’s extensive product lineup to a broad audience through the Kroger family of stores, which includes well-known names such as Kroger, Fred Meyer, Ralphs, Dillons, and Smith’s. Additionally, American consumers can access the brand’s offerings online at  

This launch is a significant milestone for MCoBeauty, amplifying its mission to offer innovative beauty solutions that meet the daily needs of consumers. Entering the US market opens a new chapter for the brand, promising to deliver Australian beauty expertise to American shores.

“We are thrilled to bring MCoBeauty to the US market, offering American consumers
access to our 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,” Shelley said.

“The Kroger Co. Family of Stores (including Kroger, Fred Meyer, Dillons, Ralphs, and Smith’s) are the perfect partner for us in the US due to their size and demographic, the supermarket environment has worked so well for us in Australia and New Zealand, we are now the number one selling beauty brand in Woolworths, the largest supermarket in Australia. Supermarkets provide a very loyal, and growing customer base for the brand and I am confident that we will see the same success with the largest supermarket chain in the US, The Kroger Co.”

Read the current issue of our digital magazine below:

Leave a comment

Your email address will not be published. Required fields are marked *