Aussie beauty brand makes U.S. market debut

Australian luxe-for-less beauty brand, MCoBeauty is excited to announce its highly anticipated debut in the United States, launching into over 1,800 Kroger doors. 

MCoBeauty, which is the number one cosmetics brand in Woolworths here in Oz, will now be stocking its extensive range of products at Kroger's Family of Stores, including Kroger, Fred Myer, Ralphs, Dillons and Smith's, as well as online at

This expansion marks a significant milestone for the brand as it continues its mission to provide customers with innovative beauty solutions that cater to their everyday needs. 

"We are thrilled to bring MCoBeauty to the U.S. market, offering American consumers access to our innovative and affordable beauty solutions," shared MCoBeauty founder and CEO, Shelley Sullivan.

"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."

The brand's entry into the U.S. market pens an exciting new chapter, bringing a touch of Australian beauty expertise to American consumers.

With a focus on creating products that are not only luxurious but also affordable, MCoBeauty is set to make waves in the international market.

"The Kroger Co. Family of Stores (including Kroger, Fred Meyer, Dillons, Ralphs, and Smith’s) are the perfect partner for us in the U.S. 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," contined Sullivan.

"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 U.S., The Kroger Co," she said.

MCOBEAUTY is available in the U.S. from March 21st, 2024, with products available exclusively at The Kroger Co. Family of stores (including Kroger, Fred Meyer, Ralphs, Dillons and Smiths), and MCOBEAUTY.COM and KROGER.COM.

Image source: MCoBeauty