Latest news with #MCoBeauty
Metro
3 days ago
- Entertainment
- Metro
Viral Aussie beauty brand finally launches in UK stores
FINALLY! The Aussie beauty brand we've seen all over social media is now at Superdrug! (Picture: Metro/MCo Beauty/Getty) Metro journalists select and curate the products that feature on our site. If you make a purchase via links on this page we will earn commission – learn more If you're on TikTok or Instagram, it's very likely MCoBeauty has appeared on your feed. Whether it's an influencer comparing the brand's £12 Miracle Setting Spray to a £32 designer version, or a makeup artist raving about its budget-friendly bronzing drops, the Aussie brand has become a bit of a viral sensation – and now, UK shoppers can finally get their hands on it as it's just launched into Superdrug! There's no denying that we all love a bargain and MCoBeauty has become known for its affordable 'budget buys' of some of the biggest names in beauty (*Ahem* Charlotte Tilbury, Glossier and Rhode). And, with prices between £6 – £15, it's no wonder beauty lovers are excited about the launch. Some might be sceptical of cheaper alternatives, but MCoBeauty products are winning fans over and have countless five-star reviews. Want to know which products are worth adding to basket? We've listed some of the best buys below. MCoBeauty Flawless Glow Luminous Skin Filter The MCoBeauty Flawless Glow Luminous Skin Filter is clearly a dupe for Charlotte Tilbury's Hollywood Flawless Filter, giving a radiant, soft-focus finish for a fraction of the price. Wear it alone, under makeup, or mixed with foundation for instantly brighter, lit-from-within skin. It's lightweight, hydrating, and a bargain. Buy Now for £15 MCoBeauty Peptide Lip Treatment If you're addicted to Rhode's Peptide Lip Treatment but can't quite justify the £18 price tag, try the MCoBeauty Peptide Lip Treatment instead. Delivering a similar glossy, pillowy finish and packed with hydrating peptides, it leaves lips looking fuller, softer, and perfectly glazed. Buy Now for £8 MCoBeauty Xtendlash Mascara The MCoBeauty XtendLash Mascara is a bestselling dupe for Glossier's Lash Slick, giving lashes length, definition, all without the clumps. Its tubing formula lifts and separates every lash for a natural, fluttery finish that won't smudge, transfer or flake. Buy now for £10 MCoBeauty Highlight & Glow Beauty Wand MCoBeauty's Highlight & Glow Beauty Wand is a spot-on dupe for the Charlotte Tilbury favourite, giving you that same dewy, radiant finish for way less. Super easy to apply with its cushion tip, it blends like a dream and leaves your skin looking fresh and glowy. Buy Now for £12 MCoBeauty Brow Laminate Sculpt & Set The MCoBeauty Brow Laminate Sculpt & Set is a must-have dupe for Refy's cult-fave brow gel. It sets brows in place all day with zero crunch, so you get natural, feathery definition that holds hairs in place all day. Buy Now for £10 MCoBeauty Glow Up Ph Powder Blush Hailed as a dupe for Dior, the MCoBeauty Glow Up Ph Powder Blush gives your skin that fresh, flushed look without breaking the bank. This cult-favourite alternative delivers a natural, buildable pop of colour that lasts all day. Super blendable and lightweight, it adds a healthy glow to any look. Buy Now Whether you're after a glowy primer, a sculpting brow gel, or a lash-lengthening mascara that makes your eyes pop, MCoBeauty might just become your new favourite obsession. Follow Metro across our social channels, on Facebook, Twitter and Instagram Share your views in the comments below Arrow MORE: Bella Hadid reveals 'secret' beauty travel hack – it's none other than this £9.50 skin cream Arrow MORE: I tried Molly-Mae Hague's holiday makeup routine – and I'm never going back Arrow MORE: Everything you need to know about Korean skincare brand Anua – including our favourite buys
Cosmopolitan
4 days ago
- Entertainment
- Cosmopolitan
This viral brand creates dupes of your faves, from Charlotte Tilbury to rhode, here's what to buy to save £££
Famously, I hate dupes. Now, don't get me wrong, I love it when an affordable brand brings out an incredible product, and we can go, 'Hey! This is just as good as this really, really expensive product that we are obsessed with.' To me, that's a real dupe. But when a brand sticks a subpar product in packaging that looks exactly like bestselling brands to trick buyers, I am not into it. It's why I've had a one-sided beef with MCo Beauty for a while. The Australian brand is a viral hit on the likes of TikTok and use packaging and product names that are really, really similar (like, painfully so) to bestselling products that we know and love; from the rhode Lip Peptide Treatments to Milk Makeup Hydro Grip, Dior Blush and the Charlotte Tilbury Hollywood Flawless Filter – in fact they have a lot of Tilbury 'dupes'. Up until now, I've just watched on from afar as the brand wasn't available in the UK, but from today (21st of July) , the range is dropping in Superdrug. So, before you flock to buy the products (which are all under £15), I put some of the 'dupes' to the test. The brand says: 'The MCoBeauty FLAWLESS GLOW LUMINOUS SKIN FILTER is a 4-in-1, multi-tasking, skin booster designed to give your skin the ultimate glowing filter-like finish! This versatile formula is designed to be worn alone for a lightweight subtle glow, under makeup as a luminous primer, mixed with foundation to add a light-reflecting glow, or on top of makeup as highlighter.' A 'dupe' of: Charlotte Tilbury Hollywood Flawless Filter Is it a dupe? Yes Our review: Looking past how shamelessly the packaging dupes our queen Char Tilbs, I cannot deny how good this skin filter is. It gives the same luminous glow and blurring effect that we know and love from the original, at a snip of the price. It's also really comparable to e.l.f.'s Halo Glow. The brand says: 'MCoBeauty PEPTIDE LIP TREATMENT combines conditioning and colour in a lip-glazing cream-oil formula. It has a non-sticky but sumptuous texture, providing your pout with the perfect amount of cushioning and plumpness with a glossy wash of colour.' A 'dupe' of: rhode Peptide Tint Is it a dupe? Yes Our review: Considering that rhode has had a little bit of online backlash on the graininess of some of their famous lip peptide treatment colours (which they have since addressed and reformulated), I'd say this balm/gloss hybrid is a great alternative. It's almost a gel-like feel as it glides onto the lips and doesn't have any stickiness or gloopiness, and the pigment is impressive and lasts (event through a recent dental treatment) I've been reaching for this over my other balms recently. The brand says: 'A 2-in-1 foundation and skincare powerhouse, the MCoBeauty MIRACLE FLAWLESS SKIN FOUNDATION has a creamy formula that evens skin's texture with buildable, medium coverage. The skin-nourishing ingredients help give boost moisture retention while smoothing and comforting skin. A fusion of Hyaluronic Acid and Coconut Water is blended with Rose Flower Water to work over time to revitalise skin's texture.' A 'dupe' of: Charlotte Tilbury Beautiful Skin Foundation Is it a dupe? Yes (but with a caveat) Our review: God's honest truth? I'm not a fan of the Charlotte Tilbury Beautiful Skin Foundation. As an oily/combo girl, it's too dewy for me, and this foundation is exactly the same. The skin-nourishing nature of this trumps the foundation ability in my opinion, so within a few hours, I was shinier than a lighthouse at night. Oily gals, this is a miss, but drier skin types might like it. The brand says: 'MCoBeauty GRIP ILLUMINATING PRIMER is a gel formula that helps you prepare your skin for makeup application and adds a natural-looking, soft-focus glow.' A 'dupe' of: Milk Hydrogrip Primer Is it a dupe? No Our review: The texture of this is really similar to Milk Makeup's hero product and layers well under makeup, but honestly, this didn't work for me to help my makeup last longer, and I looked shiny by lunchtime. The brand says: 'MCoBeauty's XTENDLASH TUBING MASCARA is our best-selling, award-winning innovative tubing mascara maximising length, curl and volume without flaking or smudging. The formula creates water-resistant 'tubes' around each and every lash for maximum length, definition and hold.' A 'dupe' of: Glossier Lash Slick Is it a dupe? Yes Our review: I really like this tubing mascara. The brush is different to the Glossier mascara (which is plastic) but grabs every lash and lengthens without clumping. It melts off easily while cleansing. Some reviews say that it stings, and I haven't found that at all. The brand says: 'The MCoBeauty HIGHLIGHT & GLOW BEAUTY WAND is the perfect illuminating liquid highlighter wand to achieve gorgeously glowing skin in a flash!' A 'dupe' of: Charlotte Tilbury Beauty Light Wand Is it a dupe? No Our review: I like this product, but I found it's not as creamy as the CT Beauty Light Wands. It feels a bit stiffer to blend in, however the lasting power is pretty good. In this case, the quality aligns with the lower price point. The brand says: 'The secret to achieving flawless makeup looks! MCoBeauty MIRACLE FLAWLESS SETTING SPRAY is a multi-purpose setting spray that perfects your makeup while moisturising your skin.' A 'dupe' of: Charlotte Tilbury Airbrush Flawless Filter Setting Spray Is it a dupe? No Our review: Sadly, while it had a nice misting action, this did not set one iota of my makeup. To me, it could literally have been water in a misting bottle as I looked shiny within an hour of doing my makeup. Super disappointing. The brand says: 'The MCoBeauty XTENDBROWS SHAPE & SCULPT PENCIL is a long-wearing and pigmented formula that fills in sparse brows with natural hair-like strokes. The nourishing formula is infused with Castor Oil and B5 to help condition and support the growth of brow hairs, while the precise triangle tip is perfect for creating natural hairlike strokes.' A 'dupe' of: Kosas Brow Pop Pencil Is it a dupe? No Our review: I'm a big fan of the Kosas brow pencil, and the defining (ahem) feature that sets it apart from other brands is the super thin pencil nib – this formula doesn't have this. The pencil is creamy and applies smoothly to the skin with no pulling, but it doesn't grip onto the skin and wears away easily, so it's not one to wear to the gym. The brand says: 'MCoBeauty MIRACLE FLAWLESS PRESSED POWDER LIGHT a makeup finishing powder to perfect your makeup looks. It leaves your skin feeling smooth and velvety with a soft appearance.' A 'dupe' of: Charlotte Tilbury Airbrush Flawless Finish Powder Is it a dupe? No Our review: This is a really lovely, finely-milled pressed powder, but doesn't have the je ne sais quoi of the beloved Tilbs powder. It works well for emergency touch-ups but as a setting powder, I found that the shine peeked through within a few hours. The brand says: 'MCoBeauty BROW LAMINATE SCULPT & SET is the ultimate fusion of gel and wax that helps to style your brows' A 'dupe' of: REFY Brow Sculpt Is it a dupe? Yes Our review: Take away the pink colour of the packaging and you have the spitting image of Brow Sculpt. I do really like the formula of this one too, it set my brows all day and didn't leave them flaky or crispy. Keeks Reid is the Beauty Director at Cosmopolitan UK. While she loves all things beauty, Keeks is a hair fanatic through and through. She started her career in beauty journalism in 2013 as editorial assistant at Blackhair and Hair magazines working her way to Acting Editor of Blackhair magazine at 23 years old. She spent much of her career working in trade hairdressing media at Hairdressers Journal, Salon International and the British Hairdressing Awards. Which is why she is a regular contributor to Cosmo's Curl Up franchise. Now, alongside her Cosmo work, she presents, creates content on social media and works with a range of beauty companies; from magazines and websites to beauty brands and salons.
Buzz Feed
6 days ago
- Entertainment
- Buzz Feed
25 Impressive Target Beauty Items That Don't Cost A Lot
A luxe MCoBeauty Summer Daze Tinted Lip Oil for when you want that I woke up like this hydrated glow on your smackers. No pricey liner, no mirror or ring light? No problem. It's the easiest way to fake effort while still looking and feeling fancy. Promising review: "Love this! So smooth on the lips and very hydrating. Nice little tint of color. Really impressed with it." —Abby Price: $8.99 (available in four colors) An Essence mini eyeshadow palette that costs less than your daily coffee order but seriously delivers on pigment, blendability, and glam vibes. How's *that* for an instant energy boost? Promising review: "Love this palette of eyeshadow. My favorite colors all in one palette. So happy." —Mama22Price: $3.99 (available in four color combos) Or a single ColourPop eyeshadow if you don't want to splurge on a full palette (or just don't need or desire every single color they come with) and would rather carefully select your fave shades and colors individually. These are extremely blendable *and* highly pigmented without you paying top-shelf price. Promising review: "Talk about sparkle! This formula is so unique. There's a soft wash of color mixed with flecks of glitter, and it's stunning on the eyes." —Target reviewerPrice: $7 (available in six colors) A Native hair mask as affordable as it is effective and easy as pie to use: simply let it sit in wet hair for 3–5 minutes, then wash it out and enjoy strands so soft and smooth, you'll wonder if you've just stepped out of a hair commercial (wind machine sadly sold separately). Promising review: "I've always used/tried different hair masks and nothing has ever stuck out to me. This mask makes my hair super soft and shiny. My hair has a healthy feel/glow! I'm already on my second bottle and I hope they carry this forever." —sammyn Price: $10.79 A brilliantly affordable Black Girl Sunscreen SPF 30 made by women of color to protect your skin from sun damage while adding much-needed moisture. Bonus: it won't leave an annoying white residue behind as it dries completely clear. Promising review: "Awesome product that doesn't break my face out, as all others have — including the so-called gentle brands. It also works better at protecting better than the overly priced brands." —Chanchan75Price: $19.59 A glittery gold Essie nail polish because who needs jewelry when your nails sparkle like this? Perfect for a night out, a work soirée, or just adding a little extra shine to your Tuesday... pop it on by itself or over your fave color for instant magic. No expensive manicurist needed. 💅✨ Promising review: "I used it over a gold polish and it looked great! The glitter made my nails pop!" —JlowderPrice: $10.49 An alcohol-free and unscented Thayers facial toner, which truly sets the *tone* for great, reasonably priced skincare. Reviewers herald it as an absolute lifesaver for dry, stressed-out skin, as it leaves your face hydrated, refreshed, and ready to take on the world (or at least the next step of your routine). Promising review: "This toner has been a game-changer for my skincare routine! I love that it's gentle on my skin yet still effectively removes impurities and balances my complexion. Since it's alcohol-free, it doesn't dry out my skin or cause any irritation, which is a big plus. The unscented formula is perfect for anyone with sensitive skin or those who prefer a more neutral experience. I've noticed my skin feels smoother, hydrated, and refreshed after each use. The packaging is simple, easy to use, and a little goes a long way. This toner has quickly become a staple in my daily skincare regimen, and I highly recommend it for anyone looking for a gentle, non-drying toner." —A complete set Price: $11.49 (also available in rose petal, lavender, and cucumber scents) A ColourPop highlighter stick so you can get that vacation level glow without dropping vacation level prices. Creamy and compact enough to live in your bag, it's the kind of glow-up that goes wherever you do. Promising review: "This was a great affordable option. I liked that it blended nicely and was creamy. The highlight stayed in place nicely and wore great through the day. Buildable to get your desired effect. I liked the ease of application due to the stick formulation. I like the color/tone of this highlight (from a highlight addict!)" —JulandthepPrice: $10 (available in two colors) An E.l.f. face sponge for super smooth liquid and cream makeup application. This lil' powerhouse is essential for everyone's makeup tool kit, as it blends to absolute perfection with no streaking or need for a blending brush. Just be sure to clean it regularly. Promising review: "Amazing!! My favorite makeup sponge to buy. Perfect sponge for a cheap price." —ErinPrice: $6 A hydrating Essie roll-on cuticle oil that smells like fresh apricots and feels like a mini spa treatment for your nails. Swipe it on, let it soak in, and enjoy hands that look like you just stepped out of an expensive salon — no appointment necessary. Promising review: "Works great. Easy to put on and smells great, too." —CnelPrice: $18.29 A pack of Neutrogena makeup-removing wipes to prevent mascara stains and makeup streaks from turning your pillowcase into a piece of modern art by morning. These are gentle on your skin, so you don't have to worry about them drying it or causing irritation. Promising review: "Neutrogena face wipes are great for gently removing eye makeup. I also like how cool and smooth they feel in your face as a 'wake up' in the morning." —RozziPrice: $2.19+ (available in three sizes) A nourishing Ogx anti-breakage leave-in serum that's like a protective shield for your hair because no one has time for frizz, am I right? This little bottle of magic smoothes, strengthens, and gives strands the kind of shine that'll have everyone asking if you've been using some kind of magic hair potion. Promising review: "This product has a long-lasting smell (a great coconut smell) and leaves my hair soft and moisturized! My hair is much shinier, softer, stronger, and hydrated. My hair is straight-wavy and I love it. It's also super affordable compared to other products!! This is a yes!" —lillyPrice: $10.19 A Maybelline mascara featuring a ~super flexible~ wand and sensational lash flare effect that'll leave your lashes feeling soft and conditioned in addition to looking voluminous and absolutely wow-worthy, all without giving your wallet a workout because, yes, this glam is totally budget-friendly. Promising review: "I got this mascara because it caught my eye, and it did not disappoint! It doesn't leave my lashes clumpy, but it gives them definition and length. Also, my curl lasts all day!! I will definitely keep purchasing!" —OhPrice: $11.89 (available in several styles) A pack of satin sleep scrunchies to wear while you snooze so your locks can rest and refresh without tangling. They're low-effort, affordable, 100% fabulous, and great for ALL hair types, so feel free to gift 'em to everyone you know with long hair. Promising review: "Love these! Purchased twice (once for myself and once as a gift) and they are perfect for both thick and thin hair! Holds my super thick hair without pulling!" —Eld14Price: $9.79 for a pack of five (available in three colors) A Jergens cherry almond moisturizer *cherry picked* for ultimate softness (and its deliciously low price tag). I mean, truly the almond joy your skin's been craving: rich, silky, and nut-urally irresistible. 🍒 Promising review: "This has always been my favorite lotion. Love how it smells and leaves my skin feeling soft." —Caligirl73Price: $5.69+ (available in three sizes) A Revlon kiss balm because when it comes to preventing and treating my chapped lips for cheap, NOTHING comes close to this miraculous little balm that also boasts SPF 20. Promising review: "Love this stuff! Perfect for keeping your lips smooth." —HPrice: $5.59 (available in five colors and flavors) A portable Versed bronzer stick that blends out in seconds and gives you that sun-kissed glow without you needing a single brush (or a minute spent in front of a UV ray). It's perfect for a quick makeup routine that's as chill as your fave iced coffee order. Price: $14.99 (available in three shades) A Kristen Ess moisturizing shampoo to give dry strands the tall glass of water they've been begging for. This stuff is nourishing and budget-friendly enough to make luxe hair care part of your everyday routine. Promising review: "This is a GREAT shampoo/conditioner combo!!!! I was really nervous to go back to drugstore after falling in love with Dae products, but this works just as well as the expensive stuff for half the price!!! My hair feels so soft and this has a nice smell that lasts!! I will be repurchasing!! Not to mention gorgeous packaging!!" —KayleePrice: $5.99+ (available in three sizes) A jar of Aquaphor healing ointment that's basically the MVP of your affordable skincare stash, as it's soothing, multi-tasking, and always there to save the day (or your lips, cuticles, elbows… you name it). Promising review: "Aquaphor is great for dry skin during the fall and winter. A little goes a long way. It's not like lotion; it's more concentrated and does a better job than just lotion." —LuluPrice: $5.49+ (available in two sizes) A Garnier micellar water so efficient, it melts off every last bit of makeup (waterproof mascara included) without leaving your skin feeling tight or thirsty. It only removes the bad stuff, making it a dry-skin dream. And the best part? It's gentle on your face and your wallet. Promising review: "Very effective in deep cleaning and removing makeup, including mascara." —jrPrice: $4.99+ (available in three sizes) An Odele leave-in detangling tonic for a lightweight spray that tackles tangles, frizz, and knots with zero effort, leaving you with smooth, shiny strands and a whole lot of money saved on splurging on pricier products. Promising review: "I love how this product makes my hair feel after allowing it to dry, then flat ironing it or curling it. I use it right after towel-drying my hair. I start at the ends of my hair, then the root. I have thick, frizzy, wavy hair. This works wonders." —The taste was just rightPrice: $12.99 The Doux Mousse Def Texture Foam that gives your hair that effortless, just-woke-up-like-this volume and texture. Whether you're aiming for waves or a tousled, full-bodied look, this mousse is your secret weapon. Bonus? It doesn't leave your hair crunchy. Just touchable, soft perfection. Promising review: "I've been using this for a while now. The ONLY product that I've ever used that detangles, moisturizes and defines my curls. It is 100% consistent. I can't even bring myself to buy another product for my curls. I have mixed hair 3c curls. Thick and coarse." —SDgirl88Price: $15.99 An E.l.f. waterproof liquid eyeliner pen because precision this sharp shouldn't cost an arm and a leg (or an eye, to be more pun specific). Whether you're going for a subtle flick or a don't-mess-with-me wing, this pen gives you FULL CONTROL over your cat-eye destiny. Promising review: "I've used liquid eyeliner for winged eyes almost daily for the past 15 years. I've used everything from the most expensive to the cheapest, and this has to be the best eyeliner I've ever purchased. Stays perfectly unless you rub your eyes often, then, it can definitely start to come off. Survives most crying sessions, and it's super black and opaque and never ever dries out. I've repurchased 50 x over and will continue to do so because even the highest-end eyeliners don't compare!" —catPrice: $8 A Wet n Wild soft blur matte lipstick that glides on smoother than your favorite Oscar-winning movie plot twist, serving up a dreamy, soft-focus finish without drying out your lips... all without costing as much as a red carpet-worthy outfit, of course. Promising review: "While the shade I bought isn't for me, I love this formula! This is a great creamy matte lipstick with good pigment that doesn't accentuate the dry spots on my lips. And while it's a matte finish, it's not drying at all. I also appreciate the light, sweet vanilla/sugary scent. I've already ordered two other shades for delivery. And for the price? *Chef's Kiss!*" —SjashbyPrice: $4.79 (available in four shades) And a Garnier Fructis Sleek & Shine hairspray to leave your strands so smooth and frizz free, even humidity will be like, "Wait, what just happened?" No spend-y salon appointment necessary. Promising review: "I love this hairspray! I think it works really well to keep my hair in place without making it sticky, crunchy, or hard. It smells amazing and is a great finishing spray for all of my hairstyles. It definitely keeps my curls in place while still leaving them flexible and soft." —Larkspur37Price: $7.49
Yahoo
18-07-2025
- Business
- Yahoo
MCoBeauty Is Bringing Its Dupes to Europe, Rolling Out Across the U.K. at Superdrug
LONDON – MCoBeauty, the Australian brand looking to democratize the business by creating affordable dupes, is planting its flag in more countries in Europe. The brand, which launched in 2020 with six products, was fully acquired earlier this year by DBG Group in a transaction led by its founder Shelley Sullivan. The valuation was $1 billion. More from WWD A Devout Chloé Girl Is Parting With 80 Outfits by Karl Lagerfeld Kerry Taylor Auctions to Sell Marianne Faithfull's Chanel Jacket, Zandra Rhodes' Princess Diana Dress Karl Lagerfeld and Donald Duck Reunite for Capsule It will launch exclusively at Superdrug in the U.K. on July 21. The brand has already been selling in Belgium and the Netherlands through Kruidvat, a Dutch-owned retail, pharmacy and drugstore chain that specializes in health and beauty. Fueled by social media influencer reviews, it is the number-one cosmetics brand in its home market of Australia. It has been gaining traction rapidly in the U.S., where it launched in 2024 through Kroger's Family of Stores. The brand subsequently entered Target Corp. The Superdrug launch is nationwide, with MCoBeauty set to sell in the majority of the retailer's 800 stores. It will offer 240 stock keeping units including color cosmetics, skin care and body mists, at dedicated kiosks and in multiple locations around the Superdrug stores. In line with its value pitch, all products will be priced 15 pounds or less. Products include Super Glow Bronzing Drops; Grip Primer Base, and Australia's number-one bestseller, XtendLash Mascara, a tubing product that washes off with warm water. Peter Stocks, MCoBeauty's European marketing director, said the company is anticipating 'hot demand' in the U.K., which he described as one of the most 'sophisticated and savvy' beauty markets. 'We know our viral products will be hunted down from the second we launch,' he said. Simon Comins, chief commercial officer at Superdrug, said MCoBeauty's 'trend-led virality and reputation for delivering 'luxury for less' perfectly meets the desires of the Superdrug beauty shopper.' He added that MCoBeauty and Superdrug were 'very aligned, and together we are on a mission to prove that up-to-the-minute, quality beauty innovations can be delivered at affordable prices. We've had our eye on the social buzz building around MCoBeauty for a while now, and so we know that the brand will go down a storm with the savvy, trend-led, Superdrug customer.' Sullivan founded the brand as a more affordable spin-off of her premium beauty company ModelCo. Sullivan, a former model agent, founded ModelCo in 2002, offering self-tanning products and color cosmetics. Over the years, ModelCo. has collaborated with brands including Karl Lagerfeld and Hailey Bieber (before she launched Rhode, and when she was still Hailey Baldwin). Sullivan is an industry insider, so it's no surprise that MCoBeauty has been a success in a market that's dominated by premium and luxury products. MCoBeauty arrived at a time of rising prices, and a swelling interest in makeup and skin care — especially among teenagers and young girls. The marketing is social-first, with legions of influencers reviewing products on TikTok and other platforms, speaking to MCoBeauty's one million digital followers worldwide. It launched as a direct-to-consumer brand and on supermarket shelves in Australia. There are no stand-alone stores. Similar to its clothing equivalents Zara, Mango and H&M, it is quick to market, taking around 16 to 20 weeks to get its dupes on the shelves. The company has created more than 1,000 products over the past five years. MCoBeauty's aim is to disrupt the top five players in any given market, and then become a top five player itself. DBG, which is owned by the billionaire Dennis Bastas, took a 50 percent stake in MCoBeauty in 2022, and assumed full control at the start of 2025. According to sources, the company generated $63 million in sales in 2023 — up 241 percent from 2022's $18.5 million. Best of WWD Marionnaud Launches Customizable Foundation Under In-House Label Skin Shades Modern Grooming Brand Faculty Raises Seed Round Led by Esteé Lauder How to Buy Becca's Bestselling Products Before the Brand Closes
The Irish Sun
18-07-2025
- Entertainment
- The Irish Sun
Beauty fans can buy Charlotte Tilbury ‘copies' they say are ‘identical' for under £15 as viral Ausssie brand lands in UK
BEAUTY lovers, brace yourselves because one of TikTok's favourite brands has finally landed in the UK. Australia's number one cult cosmetics line, MCoBeauty, has just launched exclusively at Superdrug, and fans are already going wild for it. 12 Australia's number one cult cosmetics line, MCoBeauty, has come to the UK Credit: Superdrug The buzzy brand has made waves down under thanks to its high-performance formulas, luxury-style packaging, and viral status, all without the sky-high price tag. Everything is under £15, and shoppers are already comparing many of the products to luxury favourites from Charlotte Tilbury, Dior, Glow Recipe and more. Flawless Glow 12 Fans have compared Flawless Glow to Charlotte Tilbury's Flawless Filter, Credit: superdrug The The Beauty fans have compared Flawless Glow to Charlotte Tilbury's Flawless Filter, which costs £39. read more on dupes Packed with light-reflecting pigments, this illuminating base gives a soft-focus glow without the hefty price tag, saving shoppers £26. Cream Lipstick 12 The MCoBeauty Creme Matte has been likened to Charlotte Tilbury's Pillow Talk lipstick Credit: Superdrug The The The Creme Matte Luxe Lipstick in shade Cheeky Chat has been hailed as a near match for Charlotte Tilbury's Pillow Talk lipstick, which retails for £29. That's a £19.50 saving for a similar velvety pink finish. Most read in Fabulous Pressed Powder 12 The Miracle Flawless Pressed Powder offers a silky, blurring effect Credit: sUPERDRUG The The MCoBeauty's Miracle Flawless Pressed Powder offers a silky, blurring effect that rivals Charlotte Tilbury's Airbrush Flawless Finish Powder , which sells for £39. I found the best beauty event EVER - I paid £20 to go & got so much I had to give some away, this year's is coming up Switching to MCoBeauty saves you £29. The brand also offers a Miracle Flawless Setting Spray for £10 , compared to Charlotte's £30 setting mist, which is another £20 saved. Bronzing Drops 12 Beauty lovers have called the MCoBeauty version 'unreal' Credit: superdrug The The The Super Glow Bronzing Drops are one of the brand's most talked-about products. Beauty fans have compared them to Drunk Elephant's D-Bronzi drops, which cost £34. TikTok users have called the MCoBeauty version 'unreal', and at £24 cheaper, it's a serious steal. Highlighter Wands 12 MCoBeauty's wand could save you £18 Credit: superdrug The The The Highlight & Glow Beauty Wand offers a radiant shimmer similar to Charlotte Tilbury's cult highlighter and bronzer wands , which cost £30 each. Choosing MCoBeauty could save you £18 per product, or £36 if you buy both. Lip Liner 12 MCoBeauty's liner has been compared to the Pillow Talk Lip Cheat liner Credit: superdrug The The The Perfect Pout Lip Liner has been likened to the Pillow Talk Lip Cheat liner from Charlotte Tilbury, which costs £22. That's a saving of £17.50 for a precision finish in a similar nude-pink shade. Glow Serum 12 The Hydrate and Glow Dew Serum is being praised as a brilliant swap Credit: Superdrug The The The Hydrate and Glow Dew Serum is being praised as a brilliant alternative to Glow Recipe's Dew Drops, which retail at £22. You'd save £9 by making the swap. Fans have also drawn comparisons between MCoBeauty's Hydrate and Glow Ultra-Fine Mist and Glow Recipe's Watermelon Mist, which retails at £26. Lip Mask 12 Fans are obsessed with the Overnight Lip Mask from MCoBeauty Credit: superdrug The The The Overnight Lip Mask from MCoBeauty is already gaining traction as a rival to the Laneige Lip Sleeping Mask , which costs £21 . That's £14 saved for a nourishing, glossy finish. Cheek Stain 12 The Cheek and Lip Stain offers a rosy flush Credit: superdrug The Benefit The The Cheek and Lip Tint from MCoBeauty offers a sheer, rosy flush similar to Benefit's Benetint, which retails at £22. That's a £14.50 saving. Blush 12 MCoBeauty's blush is similar to a Dior blush Credit: superdrug The The The Glow Up PH Power Blush is priced at £10 and delivers a personalised colour payoff just like Dior's Backstage Rosy Glow Blush , which comes in at £35. That's £25 saved for the same colour-changing effect. Refresh Spray 12 The MCoBeauty Primer could save you £27 Credit: superdrug The The Finally, the brand's Grip Spray, priced at £8, is gaining popularity as a smart swap for Milk Makeup's Hydro Grip Spray which costs £35. That's £27 saved for a grippy, long-lasting base. Reddit users are already singing the brand's praises. One beauty lover wrote: 'This is the best thing to ever happen. They're genuinely good swaps, I love these so much.' With luxe textures, reliable results and under £15 price tags, MCoBeauty is shaping up to be Superdrug's biggest beauty launch of the year. And with this much glow on offer for less, there's no reason to splurge. Top beauty trends for 2025 Hayley Walker, Beauty Expert at Haircare Hair gloss treatments are a must-have as beauty enthusiasts love the salon-quality shine and enhanced colour delivered by the trending treatment. Hair glosses are multifunctional, as they nourish the hair while offering a vibrant, healthy-looking finish, combining 2025's core trends. This treatment is perfect for those seeking an affordable, at-home glow-up. 2025 will focus on skin repairing and texture-enhancing treatments. Skincare Rejuran treatment, a celebrity-endorsed procedure, will see a rise in demand this year as many seek to enhance their skin's appearance. The procedure entails injecting polynucleotides derived from salmon DNA to enhance skin texture and elasticity. 'Rejuvenation is expected to dominate 2025 skincare trends as many seek to achieve a flawless, youthful complexion. Skincare will also include back-to-basic products for a simplified routine. Ginseng cleansing oil and panthenol cream are among the trending products for 2025. The cleansing oil is excellent for dissolving make-up and impurities without clogging pores and is enriched with nourishing properties to leave the skin feeling and looking refreshed and radiant. Make-up Make-up trends will follow suit to achieve youthful and radiant looks. Under-eye brighteners will be sought-after products for delivering coverage while enhancing natural radiance. This beauty tool will complement natural beauty while improving and brightening dull skin. Make-up looks will be bigger and bolder in 2025 with cluster lashes expected to surge this year. These lashes bring the glam to glamorous looks as they deliver dramatic volume to enhance everyday or special occasion looks. Peel-off lip stains circulated the beauty industry in 2024 and are expected to dominate in 2025. The growing popularity of this product is due to its ability to provide long-lasting, transfer-proof colour to lips, enhancing a natural aesthetic. Additionally, cherry-coded aesthetics are expected to be everywhere this year as the deep, rich hue can be achieved using peel-off lip stains or bold lip looks for a dramatic effect. Nails 2025 will be another year of countless, show-stopping nail trends. Goddess Nails and Aura Nails deserve an honourable mention as these designs channel an ethereal, celestial aesthetic for bold, self-expressing nails.
