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Australia’s MCoBeauty lands on Kroger shelves

MCoBeauty, an Australian beauty brand known for its affordable cosmetics, is making its U.S. debut at more than 1,800 Kroger locations.
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MCoBeauty, an Australian beauty brand known for its affordable cosmetics, is launching at more than 1,800 Kroger locations. 

Founded in 2016 by Shelley Sullivan, the brand focuses on creating beauty products that are vegan and cruelty-free, trend-focused and combine makeup with skin care benefits, the company noted. 

“We are thrilled to bring MCoBeauty to the US market, offering American consumers access to our innovative and affordable beauty solutions,” said Sullivan. “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.”

[Read more: Haus Labs by Lady Gaga relaunches Color Fuse Blush Powder]

 

These are the products consumers will see on the store shelves: 

  • XtendLash Tubular Mascara: A tubing mascara that maximizes length, curl and volume without flaking or smudging. It features a water-resistant formula that once applied does not smudge, run, clump or flake; 
  • LipLights Shine Gloss: A high-shine lip gloss that keeps lips moisturized and leaves a glass-like finish. Containing a built-in mirror and LED light for application, it can be worn alone or over lipstick; 
  • Super Glow Bronzing Drops: Multi-use drops that double as a skin care-infused serum that hydrates the skin while also adding a warm bronze tint to complexions. Made with such ingredients as jojoba seed oil, cocoa extract, white tea extract and hyaluronic acid, it also blends seamlessly with skin care products; 
  • Soft Matte Beauty Wand: A liquid blush that is lightweight and enhances complexions. Made to be used on its own or layered with other shades, it creates a soft-focus flush with lasting color; and 
  • Flawless Glow Luminous Skin Filter: A four-in-one skin booster that gives skin a glow. Designed to be worn alone or under makeup as a primer, it leaves behind a dewy complexion. 

[Read more: Dr. Idriss Skincare jumps onto Sephora shelves]

 

In addition to makeup essentials, MCoBeauty also offers Korean-made skin care products, hair accessories and seasonal launches. 

MCoBeauty’s products will be available exclusively at Kroger’s family of stores and online.

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