The Kroger Co. announced on Thursday that Australian affordable beauty brand MCoBeauty is making its United States debut exclusively at Kroger Family of Stores, launching more than 250 beauty and skincare products in-store.

MCoBeauty offers a range of premium-quality, vegan and cruelty-free products all under $30 each.

Key products include its XtendLash Tubular Mascara, Lip Lights Shine Gloss, and well as it premium-quality Korean-made skincare range.

“Kroger is thrilled to offer our customers MCoBeauty’s luxe for less cosmetics and skincare products,” said Kate Meyer, Kroger’s vice president of home, health and beauty care merchandising.

“Bringing this must-have brand exclusively to Kroger invites beauty enthusiasts to our stores to access highly sought-after products and offers our customers more beauty options, maximizing convenience with every shopping experience. Our fresh for everyone commitment means accessibility across every aisle and we proud to collaborate with MCoBeauty, a brand that shares this vision.”  

Customers can shop the new MCoBeauty items and more in-store or through Kroger pickup and delivery.

“We are thrilled to bring MCoBeauty to the U.S., offering customers across America access to our innovative and affordable beauty solutions,” said Shelley Sullivan, CEO and founder of MCoBeauty.

“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. Kroger is the perfect point of entry for us into the U.S. Similar retail environments have worked so well for MCoBeauty in Australia and New Zealand, providing a very loyal, and growing customer base for the brand, and I am confident we will see the same success with Kroger.” 

According to Statista, the United States is expected to generate a revenue of $100.3 billion in the beauty and personal care market in 2024.