Cult Aussie Brand MCoBeauty Lands in the UK

MCoBeauty

Viral Australian beauty brand MCoBeauty is making its long-awaited UK debut this month. Known for delivering the performance of luxury cosmetics at a fraction of the price, the brand will launch exclusively at Superdrug, with every product priced at £15 or under.

Founded in 2020 by Shelley Sullivan, MCoBeauty quickly earned cult status in its home country, becoming Australia’s number one makeup brand — all with just six products. Since then, it has gained global attention from budget-savvy beauty lovers, thanks to its high-performance formulas, accessible price points, and “Luxe for Less” mantra.

The brand’s arrival in the UK marks a significant step in its international growth. “The UK beauty aisle is long overdue a shake-up, and MCoBeauty is here to deliver it,” said Sullivan, founder and CEO of MCoBeauty. “We’ve taken everything people love about luxury makeup — the packaging, the performance, the ingredients — and made it affordable and accessible.”

Launching with an edited line-up of viral favourites and innovative new arrivals, MCoBeauty’s UK range includes the Flawless Glow Luminous Skin Filter, a 4-in-1 multitasking skin booster that delivers a radiant, filter-like finish. Wear it alone for a subtle glow, layer it under makeup as a luminous primer, mix with foundation for added dewiness, or tap over makeup as a highlighter. It blurs pores and imperfections, softens fine lines, and hydrates the skin for a smooth, glowing look.

MCoBeauty Tubing Mascara

Another bestseller is the XtendLash Tubing Mascara, the brand’s award-winning formula that adds serious length, curl, and volume to the lashes, with zero smudging or flaking. Using tubing technology, it forms water-resistant ‘tubes’ around each lash for long-lasting definition and hold. The result: ultra-pigmented, glossy lashes that mimic the look of extensions. It’s lightweight, buildable, safe for sensitive eyes and contact lens wearers, and removes easily with warm water and gentle pressure.

Also in the UK line-up is the Super Glow Bronzing Drops, designed to deliver an instant, lit-from-within glow while nourishing the skin. Lightweight and concentrated, the multi-tasking, skincare-infused serum combines antioxidant-rich jojoba seed oil, cocoa extract, white tea extract, and hyaluronic acid to hydrate and support a healthy skin barrier while adding a warm, radiant bronze tint. Designed for use on both face and body, it can be worn alone or mixed into your favourite skincare for a customised glow.

Rounding out the hero products is the Miracle Flawless Setting Spray, a multi-tasking, alcohol-free mist that sets makeup and revives the complexion with a hit of hydration. Powered by skin-friendly ingredients including glycerin, aloe vera, and camellia leaf extract, the superfine spray soothes, moisturises, and enhances radiance. Use it before foundation to prep, or after makeup to set and refresh throughout the day.

MCoBeauty will be available from 21 July at Superdrug stores and online at superdrug.com. US customers can shop the brand now at Target, both in-store and online at target.com.

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