Inside Aussie brand Rationale’s plans to crack the UK beauty market

For 35 years, Rationale’s ritual-led protect and repair philosophy has supported skin across Australia.

Now, the science-led skin care brand, founded by Dr Richard Parker, is bringing its product range to the UK via an exclusive partnership with luxury department store Harrods.

Rationale first launched its products through partnerships with doctors and surgeons, retailing in-clinic through a prescription-esque approach before opening its first store 15 years later in Melbourne, Australia.

Since then, the brand has grown its retail footprint to 15 standalone stores across Australia, as well as being stocked in department stores David Jones in Australia and Bloomingdale’s, and Nordstrom and Saks in the US, in addition to medical clinics across both countries. 

Rationale is now setting its sights on the UK, with big plans to deliver its SPF-led, science-backed skin care rituals into the hands of beauty lovers across the country through retail, with a look to launch treatments down the line too.

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Making a home at Harrods

When the brand first met with Harrods’ team six months ago, it was part of an exploratory trip with no expectations and a view to reach the UK in the next few years.

After leaving the luxury department store’s skin care buyer with its ‘Essential Six’ ritual – a six step synergistic routine for day and night – a deal to launch the brand in the UK with Harrods was made within three weeks.

“We had no expectations,” explains Genna Ring, Head of Marketing for Rationale.

“Harrods were really excited by the technology, the heritage of the brand and the fact that we are led by SPF.

“We showed them [Harrods] the before-and-after [images of results], they sampled the product and asked for six months exclusivity.

“I am very much looking forward to expanding beyond that come September, but Harrods is the right place for us.”