Australian beauty brand MCoBeauty expands into U.S. Kroger stores

Vegan, cruelty-free Australian beauty brand MCoBeauty debuts in the U.S. on March 15, 2024 and is available in more than 1,800 Kroger stores this month.

Founded in 2016, MCoBeauty has quickly emerged as a fast-growing Australian beauty brand dedicated to providing trend-focused cosmetics and skincare products at accessible prices of $30 or less.

The brand's best-selling products include: XtendLash tube mascara, Australia's fastest-selling mascara; Super Glow Bronzing Drops, which help create endless summer glow; Brow Laminate, for a laminated brow look; LipLights Shine Gloss, a lip gloss with built-in light and mirror for touch-ups on the go.

In addition to makeup essentials, MCoBeauty also offers high-quality Korean-made skin care products, trendy hair accessories, and seasonal popular products.

At the U.S. launch, MCoBeauty will launch its extensive product line in Kroger's family of stores, including Kroger, Fred Myer, Ralphs and Smith's, as well as online at MCoBeauty.com.

MCoBeauty founder Shelley Sullivan said: "We are excited to introduce MCoBeauty to the U.S. market, providing American consumers with our innovative and affordable beauty solutions. “Our mission has always been to make high-quality beauty products accessible to everyone, and we’re excited to introduce our range to new audiences. "