About MCoBeauty

We know beauty and we know how to keep it real. We know you want luxe products and at a luxe-for-less price. And we’ve got you; with iconic innovations like XTENDLASH MASCARA, MAGIC BROWS, and LIPLIGHTS, our next-gen Korean skincare and viral sensations like FLAWLESS GLOW LUMINOUS SKIN FILTER and SUPERGLOW BRONZING DROPS — just waiting for you and your face in the aisles of your nearest supermarket, pharmacy and online at mcobeauty.com

We launched online in 2020 with just six products under $40 and a promise to deliver the latest beauty innovations at an affordable price. Today, MCoBeauty is Australia’s fastest-growing beauty brand with over 500 products and a super-engaged community: from professional makeup artists to busy mums, savey-conscious students and beauty obsessives wanting quality skincare, makeup and tools at the best-possible price.

“Our community is everything to us and we receive hundreds of messages from our customers begging us to make a particular product. So we listen and we deliver. It’s on-demand innovation through a luxe-for-less lens." - Shelley Sullivan, MCoBeauty Founder & CEO.

As a female-founded, homegrown brand, we not only hold our own against our global competitors but in many categories, we outsell them.


MCoBeauty is:

  • Australia’s fastest-growing beauty brand, offering a range of premium-quality, vegan & cruelty-free products at a luxe-for-less price
  • The #1 beauty brand in Woolworths and BIG W, and the fastest-growing beauty brand in Chemist Warehouse
  • The most-searched term on woolworths.com.au and bigw.com.au, more than milk, eggs and bread!
  • The best-selling mascara in Woolworths, with one XTENDLASH MASCARA sold every 25 seconds
  • Winner of many awards and acknowledgements including Winner of the Australian Financial Review ‘Women in Leadership’ Awards for the Retail category, AFR’s Fast 100 List in 2022 and 2023, and multiple wins in Mamamia’s YouBeauty Awards
  • Winner of the Supplier of the Year Awards for Woolworths and Big W 

MCoBeauty is a PETA-certified cosmetics company; we’re vegan and cruelty-free. Find us in Woolworths, Chemist Warehouse, Big W and mcobeauty.com. In early 2024 we launched into the US with Kroger Stores with further global expansion to come.

Got a question about MCoBeauty? Get in touch with us info@mcobeauty.com.au.

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