Woolworths says it’s making its mark as a beauty destination with the exclusive launch of Booie Beauty, co-founded by Australian comedian and actor, Celeste Barber and business partner, Claire Greaves.

Launching this month, Booie Beauty will debut with 10 everyday makeup essentials from a BB Cream for “glowy” skin, a tubing mascara designed “not to budge”, and a lip gloss for “delicious lips”.

The launch forms part of the evolution of Woolworths’ beauty and skincare offering, according to the retailer, with the supermarket now offering more than 115 brands ranging from makeup, skincare, beauty tools, nails, haircare and more. Over the past three years, cosmetics sales at Woolworths have grown by 50%.

Ms Barber says the brand is for people who want to feel great without the fuss.

“We conceptualised Booie as a brand for people who the beauty industry forgot about – for those who aren’t necessarily confident with makeup and who often feel totally overwhelmed by the abundance of choice but still love makeup and would love to be included,” she says.

“It’s that sweet spot between simple and affordable while also being excellent quality. I wanted the brand to be as accessible as possible, and there’s nothing more accessible than your local Woolies, where you can pick up something for dinner, bananas, tampons and now, Booie.”

Annette Karantoni, Managing Director of Woolworths Retail, says the retailer’s customers are looking for the convenience of buying on-trend new beauty products while they do their grocery shopping.

“The launch of Booie Beauty in our supermarkets is another step in helping them do that,” she says.  
“We’re proud to be supporting Celeste Barber and Claire Greaves, two Australians who have created a fantastic, high-quality brand that is fun and affordable.

“Booie is another step in the evolution of our beauty range, making it easier for customers to find exciting, great value products they love.”