The Kroger Co. made a significant announcement on Thursday, revealing that MCoBeauty, a famous Australian beauty brand renowned for its affordability and quality, is debuting exclusively at Kroger Family of Stores in the United States. This launch brings over 250 beauty and skincare products into Kroger stores, offering customers access to premium-quality, vegan, and cruelty-free items, all priced under $30 each.

Among the standout products featured in MCoBeauty’s U.S. debut are its XtendLash Tubular Mascara, Lip Lights Shine Gloss, and a premium-quality Korean-made skincare range catering to various beauty needs and preferences.

Kate Meyer, Vice President of Home, Health, and Beauty Care Merchandising at Kroger, expressed excitement about the partnership, stating, “Kroger is thrilled to offer our customers MCoBeauty’s luxe for less cosmetics and skincare products.” Meyer highlighted how the introduction of MCoBeauty enhances Kroger’s commitment to providing diverse beauty options, ensuring convenience and accessibility for shoppers across every aisle.

Customers can now conveniently explore the new MCoBeauty collection, whether they prefer to shop in-store or through Kroger pickup and delivery services. This enhanced accessibility is designed to cater to the needs of beauty enthusiasts nationwide, making it easier than ever to get their hands on these high-quality, affordable products.

Shelley Sullivan, CEO and founder of MCoBeauty expressed her enthusiasm for entering the U.S. market through Kroger. She emphasized the brand’s mission to deliver high-quality beauty products at affordable prices and expressed confidence in the partnership’s success, drawing parallels to MCoBeauty’s strong presence and loyal customer base in Australia and New Zealand.

The decision to launch MCoBeauty exclusively at Kroger is not just a business move but a strategic alignment of two brands committed to providing quality products at affordable prices. This collaboration, poised to capitalize on the growing demand for accessible yet premium beauty offerings in the United States, is set to resonate with a diverse range of consumers. With the beauty and personal care market projected to reach a revenue of $100.3 billion in 2024, according to Statista, the partnership between Kroger and MCoBeauty is well-positioned to succeed and meet the needs of beauty-conscious customers.