THE WHAT? Australian retailer Kmart has significantly expanded its cosmetics and personal care portfolio, introducing more than 2,700 products from over 117 international brands as it strengthens its position in the country’s mass-market cosmetics sector.
THE DETAILS The expanded range covers skincare, make-up and fragrances, with more than 60 percent of the assortment exclusive to Kmart and Target in Australia. International brands include Medicube, Biodance, Abib, SHEGLAM, SKIN1004, Tony Moly and Essence, alongside emerging Korean cosmetics brands such as Arencia, The Face Shop and Beauty of Joseon. Kmart is also expanding its private-label OXX Cosmetics portfolio, including Korean-manufactured skincare products. The retailer is strengthening its international brand partnerships to support growing demand for affordable cosmetics, with the expanded assortment available through its physical stores, website and mobile app.
THE WHY? The expansion highlights the growing importance of mass-market retail distribution for international cosmetics brands seeking to increase their presence in Australia. By combining established global brands, emerging Korean cosmetics labels and exclusive private-label products, Kmart is increasing competition across the skincare and colour cosmetics sectors while creating additional opportunities for international manufacturers, suppliers and brand owners to access Australia’s retail market.
Source: Retail Beauty
