How Aussie beauty brands are winning over the world

By Lynsey Barber | Published: 23-Jul-2025
Analysis

Australia is a market where innovation thrives amid savvy, health-conscious consumers, so it is no wonder the region is producing globally successful beauty brands. Cosmetics Business explores the demand for Aussie beauty

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Australia boasts high spending and savvy consumers, setting a high bar for homegrown beauty brands and new entrants alike.

A wave of brands from the region have spread their wings beyond home shores to achieve international success, such as giants Aēsop and Bondi Sands, with more now following in their footsteps, like MCoBeauty.

Meanwhile, a number of UK and US names are heading down under to try their luck with discerning health and beauty buffs, known for their outdoor lifestyles. 

The Australian beauty and personal care market is worth an estimated €5.9bn, according to analysis by L.E.K Consulting of Euromonitor data.

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