Australian masstige brand MCoBeauty is expanding its global footprint with official retail launch at Walmart in Canada. Beginning January 19, the vegan, and cruelty-free beauty and skincare brand will be available at more than 247 Walmart Canada stores across the country and online at Walmart.ca.
First launched in Australia in 2016, MCoBeauty has built significant momentum across multiple markets. Its entry into Canada follows a period of accelerated expansion in the United States, where it made its debut in Spring 2024 at Kroger’s family of stores, including Kroger, Fred Myer, Ralphs, and Smith’s. In addition to Kroger’s retail network, the brand’s U.S. retail footprint includes Target and Amazon.
"MCoBeauty is built around the idea that accessibility is a form of innovation," says Meridith Rojas, Chief Marketing Officer of MCoBeauty. "Consumers are increasingly rejecting the notion that luxury beauty has to come with luxury pricing. Our expansion into Canada, starting with Walmart Canada, is about meeting that demand at scale - delivering trend-right, high-performance products at a retailer that reaches millions of shoppers every week."
The brand said this entry into Walmart Canada aligns with its strategy to deliver accessible luxury at scale in high-traffic, everyday shopping destinations while standing out on shelf through elevated design and packaging within the mass beauty category. Known for its thoughtfully-developed dupes alongside original innovations, all MCoBeauty products retail for under USD 20 while providing luxe-inspired packaging, glass components and smart design enhancements.
"We know our customers want innovative, trend-driven beauty that fits their budget, and we’re proud to welcome MCoBeauty, available first at Walmart in Canada, to our growing beauty assortment in-stores and online," said Jessica Curtis, Senior Director of Merchandising, Beauty & Personal Care, Walmart Canada. "Available at our everyday low prices, MCoBeauty brings luxury-inspired products to our one-stop-shop experience for Canadian beauty lovers."
