AUSTRALIA | The skincare aisle at Coles got a glow-up this month, with more than 100 new products launching, including K-beauty at Coles for the first time.
The launch has brought some of K-beauty’s most in-demand brands to Coles, including grocery-exclusive brands COSRX, Beauty of Joseon and Tony Moly.
From a trending serum to a sheet mask or cleanser, customers can now shop skincare favourites in the same trip as milk, bread and other everyday essentials.
Coles will also launch its first limited-time K-beauty Trend Drop, now available in selected stores, featuring a curated edit from Skinfood, The Face Shop and Tony Moly. The limited-time Trend Drop will be showcased on a dedicated display, making it easy for customers to discover and trial K-beauty favourites, from cleansers and cleansing oils to toners, serums and face masks.
The launch comes as K-beauty has continued to capture global attention, driven by social media, ingredient-led discovery, and growing customer interest in easy, effective skincare routines.
On TikTok, #kbeauty content has attracted more than 40 billion views globally in the past four months, demonstrating the huge appetite for Korean skincare and beauty trends.
Coles Business Category Manager Health, Beauty and Baby, Kate O’Connor, said the launch was about making in-demand beauty more accessible for customers across Australia.
“K-beauty is one of the world’s most talked-about skincare trends, and for the first time customers can discover it at Coles. By bringing trend-led skincare to more than 850 Coles stores nationally and online, we are making beauty easier to access for customers across Australia,” said O’Connor.
“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.”
The K-beauty launch has brought together some of the category’s most recognisable brands, including COSRX attracting more than 5.8 billion views globally on TikTok.
Known for its clinical approach to K-beauty and Advanced Snail range, COSRX has joined Beauty of Joseon, which blends traditional Korean ingredients with modern skincare, and Tony Moly, known for its playful and accessible approach to skincare.
The limited-time Trend Drop also includes Skinfood, known for food-inspired skincare, and The Face Shop, which offers nature-led skincare across cleansers, masks, toners and serums.
Beyond K-beauty, Coles’ broader skincare refresh brings more newness to shelves across therapeutic-style skincare, scent-led body care, affordable skincare, and teen and acne ranges.
The refresh expanded Coles’ therapeutic-style skincare offering with new and expanded ranges from Mixa, Dermal Therapy and Cetaphil, complementing existing brands including QV, Redwin and Aveeno.
It also brought more scent-led body care to shelves, including Gem Vanilla Macadamia Body Lotion, Vaseline Funday Caramel Indulgence Body Lotion, Vaseline Cocoa Radiant Body Oil and Palmer’s Tahitian Vanilla Body Lotion.
Customers will also find more affordable, results-focused skincare, including a grocery-exclusive brand from Hey Bud, known for naturally powered formulas without harsh chemicals.
With more beauty drops planned later this year, Coles customers can look forward to even more trend-led skincare hitting the shelves.
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