Global beauty brand TONYMOLY has launched its products simultaneously in three major Australian retail chains—Coles, Kmart, and Target Australia—totaling 1,220 stores.
Australia relies heavily on imports for its cosmetic needs, with approximately 80% of the market depending on imported products. South Korea stands as the second-largest supplier after the United States. The new retail channels include 800 Coles supermarkets, 300 Kmart locations, and 120 Target stores, marking a significant expansion of K-beauty beyond specialty shops into everyday retail.
Considering Australia’s high UV index and the prevalence of outdoor activities, TONYMOLY introduced 18 products designed to provide moisture and manage sebum, including sheet masks, pore care items, and moisturizing lines.
The ‘I AM MASK’ line includes sheet masks that adhere closely to the face, allowing essences made from plant ingredients such as aloe vera leaf extract and rice extract to be absorbed. Aloe vera is noted for its hydrating and soothing properties, while rice extract is often utilized for improving skin texture. The ‘TAKO PORE’ line combines charcoal and mud ingredients for effective care of the nose and T-zone, available in stick scrubs and peel-off packs.
Additionally, the moisturizing line features the ‘Wonder Ceramide Mochi Toner,’ which contains ceramides crucial for maintaining the skin barrier, and the ‘Wonder Rice Smoothing Toner,’ aimed at skin refinement using fermented rice filtrate. Smaller sets like the ‘7 Days Mask Challenge,’ ‘7 Days of Glow Mask Set 2026,’ and ‘K-Beauty Glow Skincare Kit 2026’ are designed for easy trial by local consumers.
According to a representative from TONYMOLY, Australia is the second-largest importer of Korean cosmetics, indicating a rapid expansion of K-beauty demand. The company plans to gradually expand its product lineup based on local consumer feedback by initiating with more accessible items such as masks and pore care in everyday retail channels.
