Australian beauty brand, MCoBeauty, expands to the US Market in Kroger stores

Vegan & cruelty-free Australian beauty brand MCoBeauty has made its debut in the United States on March 15th, 2024, launching into over 1,800 Kroger doors this month.

Founded in 2016, MCoBeauty has quickly risen to prominence as a fast-growing beauty brand in Australia, with a commitment to delivering trend-focused makeup and skincare offerings at accessible price points ($30 or less).

Among the brand’s best-selling products are: XtendLash Tubular Mascara ($18.39), Australia’s fastest-selling mascara; Super Glow Bronzing Drops ($20.29), which helps achieving an endless summer glow; Brow Laminate ($16.59), that creates a laminated brow look without the need for a salon appointment; and LipLights Shine Gloss ($13.79), a lip gloss featuring a built-in light and mirror for on-the-go touch-ups.

In addition to makeup essentials, MCoBeauty offers premium-quality, Korean-made skincare, on-trend hair accessories, and seasonal trend launches.

The US launch will see MCoBeauty introduce its extensive range of products at Kroger’s family of stores, including Kroger, Fred Myer, Ralphs, and Smith’s, as well as online at

We are thrilled to bring MCoBeauty to the US market, offering American consumers access to our innovative and affordable beauty solutions,” said Shelley Sullivan, Founder of MCoBeauty. “Our mission has always been to make high-quality beauty products accessible to all, and we’re excited to introduce our range to a new audience.”

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