“Biggest beauty launch”: Tbh skincare makes its debut in 857 Coles stores

An Australian acne-positive skincare brand out to break the stigma around acne has announced that its entire range of products will roll out into 857 Coles stores nationally from the end of October, marking the biggest beauty launch of the year for the supermarket giant.

The launch of tbh Skincare’s range in Coles is the skincare brand’s biggest retailer launch to date and the second stockist announcement for the business this year after it secured Priceline as a stockist in March 2023.

In recent months tbh Skincare, which already boasts a $6 million-a-year turnover just three years after its launch, announced that it would be merging with fellow beauty powerhouse Boost Lab under a new banner — York St Brands.

The move will see tbh Skincare, which was founded by Rachel Wilde and Bridget Mitchell who launched the brand to market via its own e-commerce channel in March 2020, now bring in a combined annual revenue of more than $20 million.

Tbh Skincare founder Rachael Wilde said launching into 857 Coles stores was a surreal experience. 

“If you had told me back when I founded the brand three years ago that tbh Skincare would be the biggest beauty launch for Coles this year I would not have ever believed it,” she said. 

“We started as a small e-commerce business, and up until 12 months ago we were packing all of the orders ourselves. 

“Twelve months ago I was still doing all of the customer service for the brand. 

“I really feel like with this launch into Coles we are doing what we came here to do — and that was to make our products as accessible as possible so that we could get it into the hands of people that needed it most. 

“Increasing the physical availability of the product by having it now stocked in more than 1,200 stores around Australia is such an important part of that. We’re beyond excited.”

The brand’s skincare line is scientifically proven and uses a patent technology that breaks down biofilm and treats the bacteria within. While 10% of the skin’s bacteria is free-floating, the remaining 90% are found in naturally formed colonies called biofilms.

From its cleanser, acne hack spot treatment, and rebound serum to its thirst trap moisturiser, skin shady SPF50+, and pimple patches, Coles customers browsing the beauty aisles will be spoilt for choice with the rollout of tbh Skincare’s products.

‘A natural fit’

Wilde said tbh Skincare was thrilled to be offering its entire range at Coles.

“Coles approached us, and it felt like a natural fit. We felt that Coles really understood our brand and mission,” she said. 

“Our biggest mission is breaking the stigma around acne and allowing people access to products but also resources as we know it can take a mental toll on so many.

“Coles knows and likes how we like to interact with our customers, as well as our commitment to accessibility and affordability, making it a perfect partner for us.”

The brand is also looking at international markets in 2024 to share its skincare technology with the world and is also working on expanding its product range, with exciting developments in the pipeline for next year.

Wilde said the launch into Coles aligns with the growing trends that have been noticed in the beauty and grocery industry.

“Customers are increasingly seeking easier and more affordable beauty options, and supermarkets have evolved into self-care destinations,” she said. 

“People want the convenience of finding high-quality skincare products while doing their grocery shopping. 

“Our presence in Coles not only makes tbh Skincare more accessible but also taps into the trend of turning supermarket aisles into a one-stop-shop for all of the customers’ self-care needs. 

“It’s a win-win for both our brand and customers looking for convenient beauty solutions.”