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Skinstitut appoints new PR
Portobello PR is thrilled to welcome Skinstitut to its beauty portfolio.
Since making its debut in 2008, Skinstitut has been ahead of the curve, creating high-performance cosmeceuticals with clinically proven products.
For all enquiries, contact: sophie.w@portobellopr.com.au and daliah@portobellopr.com.au.
Viral TikTok brand launches into Woolworths
TikTok viral self-care brand, Tree Hutt has officially launched in Woolworths.
Introducing its cult-favourite Shea Sugar Scrubs, Whipped Body Butters and Foaming Gel Washes, with more incredible products from their range coming soon, Tree Hut is bringing accessible luxury to bathrooms around the country.
The Korean family-owned and operated brand has amassed a loyal, passionate following on social media, with 2 million followers on its TikTok alone.
"We’re extremely proud to be launching our range into Woolworths supermarkets and expanding the Tree Hut way of life to Australians," said chief marketing officer, Luis Garcia.
"These products have been formulated to encourage self-care, boost mood and achieve glowing, gorgeous skin."
"You don’t need to spend a lot of money to feel good; our products are a true testament to that. We’re confident they’ll quickly become Aussies’ new bathroom staple."
Tree Hut’s Whipped Shea Body Butter in Vanilla and Tropic Glow, Shea Sugar Scrub in Vanilla and Moroccan Rose, Firming Sugar Scrub in Tropic Glow and Foaming Gel Wash in Tropic Glow are now available to purchase in-store and online from Woolworths (from $22). You can shop here.
First female founded beauty brand to sponsor F1 for a second year
After a successful partnership in 2024, Charlotte Tilbury is back again this year as an official partner of F1 Academy.
Charlotte Tilbury marks the first beauty brand and female founded brand to sponsor F1 academy, for a second year. This partnership sets out to empower the next generation of F1 female drivers and propel their motorsport careers by supporting their development, access, and training.
Leading Team Tilbury this year is 17-year-old driver, Chloe Chong who has made history as the youngest driver to race with the F1 Academy.
Chloe will be driving the iconic “Charlotte Tilbury operated by Rodin” car, in the brand’s signature night crimson and rose gold colourways, emblazoned with the iconic Charlotte Tilbury Hot Lips icon, even bigger and bolder than last season and sporting a new race suit featuring Charlotte’s empowerment mantra, “Makeup Your Destiny”.
On the partnership, Charlotte Tilbury is “proud to have been the first female founder and the first beauty brand to sponsor F1 ACADEMY…we will use our global platform to celebrate and amplify this new generation of inspiring young female drivers.”
While Susie Wolff Director of F1 Academy says, “Charlotte's mission to empower and inspire everyone to unlock their inner confidence and make their dreams a reality aligns so strongly with our beliefs at F1 ACADEMY.”
You can shop Charlotte Tilbury here.
Shark Beauty announces new collection
Shark Beauty has announced its latest limited-edition collection – meet, Black Sparkle.
Available in Black Sparkle FlexStyle Air Styling & Drying System, the tool is adorned with over 20,000 shimmering crystals.
Beyond its stunning design, this clever, multi-functional styling tool uses powerful airflow and temperature control to style hair without excessive heat, reducing heat damage and promoting healthier hair.
"Whether you’re creating soft, romantic curls or sleek, polished looks, it’s definitely a tool that inspires confidence and glamour," said Shark Beauty ambassador, Chris Hunter.
The Black Sparkle FlexStyle comes in a travel-friendly case with five attachments to bring your hair goals to life:
- AUTO-WRAP CURLERS: Using Coanda Technology, these curlers automatically wrap, curl, and set, creating glamorous curls or textured waves in minutes. The long 15cm curlers are ideal for longer hair, and the two 3.2 cm curlers alternate directions for perfectly textured curls.
- OVAL BRUSH: Add volume and bounce while smoothing frizz with the Oval Brush, delivering powerful airflow for a quick and flawless finish.
- PADDLE BRUSH: The Paddle Brush smooths and straightens hair while detangling with a mix of boar and nylon bristles, leaving your hair sleek and shiny.
- STYLING CONCENTRATOR: For precise control when drying, this rotatable nozzle allows you to direct airflow exactly where you need it.
- CURL-DEFINING DIFFUSER: For curly-haired beauties, the Diffuser ensures even drying from root to tip while defining curls with retractable and extendable prongs.
Indulge in the decadence of the limited-edition Black Sparkle FlexStyle Air Styling & Drying System. Available now at leading retailers and sharkclean.com.au for a RRP of $499.99.
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Weleda announces exciting stockist news
Weleda is excited to announce it has expanded its stockists.
Chemist Warehouse will now be stocking the brand's iconic Skin Food range, beloved Calendula Baby Care products, and trusted Baby Teething Powder in stores nationwide.
This expansion of Weleda distribution makes it easier than ever for Australians to access Weleda’s award-winning, certified natural skincare and baby care solutions.
You can find the Weleda product range, here.
For medi enquiries, please reach out to Katja Phegan: katja.phegan@weleda.com.au.
MECCA MAX partners with FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025
MECCA MAX is excited to announce it is teaming up with FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025.
Keeping you looking pit-stop perfect from the starting line to the finish, attendees and VIP guests will have access to exclusive beauty experiences, including trackside touch-ups and high-performance beauty activations.
Put the pedal to the metal at the MECCA MAX Beauty Pit Stop Station for a complimentary express graphic eye makeover featuring MECCA MAX’s bestselling ‘Zoom’ eye collection. Guests will have the opportunity to browse the ‘Zoom’ eye makeup range, shop and take home some favourites. Don’t forget to snap pics in the dedicated photo zone – with lots of MECCA MAX products up for grabs!
Commenting on the partnership, MECCA-Maginations’ General Manager, Alexandra Bokeyar, said MECCA MAX is thrilled to accelerate this high-octane partnership for the second year.
"We are so excited to be trackside at the FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025 for the second year running," said Bokeyar.
"As a Victorian, female founded brand, we can’t wait to bring some action-packed days of beauty to one of Australia’s biggest sporting events. Following the buzz from last year’s event, we have doubled our activation size, helping more beauty-loving Formula 1 fans get their colour fix."
"Think complimentary fast-paced, high-performance makeup applications, product giveaways, and we’ve even introduced shoppable experiences this year."
All trackside purchases at the MECCA MAX Beauty Pit Stop Station will come with a limited-edition reusable MECCA MAX cotton bandana or cosmetic bag, exclusive to the FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025, while stocks last.
MECCA MAX’s Beauty Pit Stop Station is in a central Circuit location near the Formula 1® Paddock, accessible to fans with all ticket types, and is available from March 13-16.
DB Cosmetics announces new stockist
Designer Brands (DB) Cosmetics is set to make high-quality, designer-inspired makeup more accessible than ever with an exciting new launch into Big W stores across the country.
With nothing over $30, this partnership brings DB Cosmetics' cult-favourite products and brand-new Glow Get Em range to beauty lovers nationwide, making designer-inspired beauty available at an affordable price.
Total Beauty Network global chief marketing officer, Amanda Connors shared her enthusiasm for the launch.
"DB Cosmetics' products are inspired by the biggest designer brands globally, yet come at a fraction of the price."
"Importantly, we never compromise on quality. With our launch into Big W, we’re making it even easier for Australians to access luxurious, high-performance beauty products that fit their budget," said Connors.
Media enquiries: Lucy Mitchell - lucy@effieandco.com.au.
The Jojoba Company joins Platinum Media & Communications
Platinum Media & Communications is excited to announce it is now representing The Jojoba Company.
In 2025 The Jojoba Company is on a mission to give people back control of their skin by ensuring people know that Australian Wadi-Wadi Jojoba is a one-of-a-kind product famous for helping skin fix itself.
The superior Wadi-Wadi Jojoba unlocks the skin’s natural intelligence. Because it’s made just like skin’s natural oil – helping it behave as it was always designed to do.
For media enquiries, please reach out to Jo Butler at: jo@platinum-mc.com.au.
effie&co is now managing PR for INIKA Organic
effie&co is now managing PR for INIKA Organic, a global leader in organic and natural cosmetics and skincare.
Renowned for its clean, high-performance formulations, INIKA Organic continues to set the benchmark in sustainable beauty.
For media enquiries, product samples, or interview opportunities, please contact Lucy Mitchell: lucy@effieandco.com.au.
al.ive body appoints Brand Etc. as PR partner
al.ive body has appointed Brand Etc. as its official PR agency, marking a strategic partnership ahead of a major product category launch in Q2.
The appointment marks a milestone growth phase for al.ive body who are committed to strengthening its brand presence and storytelling within the Australian lifestyle and beauty market.
Founded by The Block’s most successful ex contestant’s, interior designers and twin sisters, Alisa and Lysandra Fraser, al.ive body has carved out a niche in the home and personal care space with its luxurious yet accessible design-led products that seamlessly blend style and functionality. With a highly anticipated expansion into a new product category on the horizon, the brand is set to reach new heights in 2025.
"We’re thrilled to partner with Brand Etc. as we embark on this exciting next phase of growth," said Alisa. "Their expertise in lifestyle PR, strong media relationships, and deep understanding of the Australian consumer market make them the perfect partner."
Brand Etc., led by Gina Ingleby, has built a reputation for elevating premium lifestyle brands through strategic PR, influencer engagement, and impactful activations.
"We are incredibly lucky to be representing al.ive body and work alongside Alisa and Lysandra and their skilled team as they continue to innovate and expand their offering," said Gina. "In under 5 years al.ive body has redefined an entire product category by merging high-end design with quality formulations, setting them apart in the industry. The upcoming category launch is a logical and exciting next step for al.ive body and will be welcomed by their devoted customer base."
For media enquiries, product samples, or interview opportunities, please contact Scarlett Kasperski: scarlett@brandetc.com.au.