Coles expands skincare range with new K-beauty brands

Coles is significantly expanding its skincare category by introducing more than 100 new products across its national assortment. A major component of this expansion is the inclusion of K-beauty brands, which are being brought into the supermarket environment to make trending products more accessible to shoppers.

Recognisable K-beauty brands such as COSRX, Beauty of Joseon, and Tony Moly are joining the retailer’s offering. While Tony Moly and Real Nature are already available, COSRX and Beauty of Joseon are scheduled to launch on September 25. The retailer is also testing a limited-time K-beauty Trend Drop in selected stores, featuring brands like Skinfood and The Face Shop.

The expansion also encompasses therapeutic skincare, body care, and products specifically for teenagers and acne-prone skin. Brands such as Mixa, Dermal Therapy, and Cetaphil are being added alongside existing staples like QV, Redwin, and Aveeno. This move follows the rising global popularity of K-beauty, which has seen massive engagement on social media platforms like TikTok.