Coles is expanding its skincare range with more than 100 products, including K-beauty brands entering the chain for the first time. The range will roll out across more than 850 stores and online nationwide.
The expansion also covers therapeutic skincare, body care, products for teenagers and acne-prone skin, and everyday skincare products. The move comes as K-beauty continues to attract attention through social media, ingredient-led product discovery and demand for simple skincare routines. Content using the hashtag #kbeauty on TikTok has attracted more than 40 billion views globally over the past four months.
Coles business category manager for health, beauty and baby Kate O’Connor said the expansion aims to bring beauty trends into the supermarket range.
“K-beauty is one of the world’s most talked-about skincare trends, and for the first time customers can discover it at Coles,” she said.
Coles is adding Cosrx, Beauty of Joseon and Tony Moly to its skincare offering. Tony Moly and Real Nature are now available in stores and online, while Cosrx and Beauty of Joseon will launch from September 25.
The retailer has also introduced its first limited-time K-beauty Trend Drop in selected stores, featuring products from Skinfood, The Face Shop and Tony Moly. It includes cleansers, cleansing oils, toners, serums and face masks, priced from $4 to $25. The products are available in stores and online until November 3, while stocks last.
“Customers can now pick up a serum, sheet mask or cleanser in the same shop as their milk, bread and everyday essentials, making beauty discovery more convenient and part of the regular Coles shop,” O’Connor said.
Beyond K-beauty, Coles is expanding its therapeutic skincare offering with Mixa, Dermal Therapy and Cetaphil, alongside existing brands including QV, Redwin and Aveeno. The supermarket chain is also adding body care products and has added Hey Bud, an exclusive brand, to its lower-priced skincare segment.
Coles plans to introduce more beauty products later this year, including further skincare products based on trends.
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