Australian Brand MCoBeauty Makes U.S. Debut at Kroger

Fast-growing Australian beauty brand MCoBeauty made its U.S. debut exclusively at Kroger on March 15.Pink in-line and endcap displays in more than 1,800 Kroger stores stock the vegan brand under MCoBeauty’s “luxe for less” tagline. Products include an $8.99 waterproof eyeliner pencil, $12.79 lip balm, $13.99 mascara and $26.99 foundation. The brand is also available through Kroger.com and MCoBeauty.com."We are thrilled to bring MCoBeauty to the U.S. market, offering American consumers access to our innovative and affordable beauty solutions," said Shelley Sullivan, MCoBeauty founder, in a media release. "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."Kroger is the "perfect" point of entry for the brand into the U.S., added Sullivan. "Similar retail environments have worked so well for MCoBeauty in Australia and New Zealand, providing a very loyal, and growing customer base for the brand, and I am confident we will see the same success with Kroger," she said. MCoBeauty and Kroger promoted the launch on TikTok, Facebook and Instagram, enlisting beauty influencers including Lauren Erro and Natalie Violette. Kroger also positioned the brand alongside Just Born Quality Confections’ Peeps as a component for an all-pink Easter basket."Bringing this must-have brand exclusively to Kroger invites beauty enthusiasts to our stores to access highly sought-after products and offers our customers more beauty options, maximizing convenience with every shopping experience," Kate Meyer, Kroger's vice president of home, health and beauty care merchandising, said in the release. "Our 'Fresh for Everyone' commitment means accessibility across every aisle and we are proud to collaborate with MCoBeauty, a brand that shares this vision."

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