Woolworths has transformed the weekly grocery shop into a beauty destination with the launch of BOOIE Beauty, a new makeup line co-founded by comedian Celeste Barber and business partner Claire Greaves. This move marks a significant step in the supermarket's ongoing effort to elevate its beauty and cosmetics offerings.
From Groceries to Glamour: The BOOIE Beauty Philosophy
The brand, which Celeste Barber describes as being for the people the beauty world forgot, aims to cut through the industry's complexity. It's designed for anyone who has ever felt overwhelmed by endless foundation choices or intricate routines. BOOIE's mission is to provide simple, good-quality, and usable products infused with Barber's signature humour.
The initial collection features 10 everyday makeup staples, all created to be approachable and fuss-free. The product names reflect a cheeky, relatable attitude, making the range feel like a friendly wink. This launch capitalises on a clear customer trend, with cosmetics sales at Woolworths growing by 50 per cent over the past three years.
What's in the BOOIE Beauty Range?
The lineup focuses on core products that simplify a daily routine. Key items include the Excellent BB Cream with SPF 30, available in nine shades, and the hydrating Bloody Delicious Tinted Illuminator. A standout multitasker is the Bam! Bam! Bam! Lip, Cheek and Eye Tint, designed to save both time and money.
Annette Karantoni, Managing Director of Woolworths Retail, stated the launch is a direct response to shopper demand for on-trend, affordable beauty products that can be added to the trolley during a regular supermarket visit. BOOIE Beauty perfectly fits this brief, offering quality without the need for a separate trip to a specialty store.
Woolworths Cements Its Role as a Beauty Hub
This launch is not an isolated event but part of a strategic expansion. Woolworths now stocks more than 115 beauty brands across makeup, skincare, haircare, tools, and nail products. The arrival of a high-profile, exclusive brand like BOOIE helps position Woolies as a legitimate and convenient beauty stop.
Celeste Barber herself highlighted the unparalleled accessibility, noting you can now pick up chicken, bananas, tampons, and a potentially life-changing BB cream all in one place. BOOIE Beauty is available now in Woolworths supermarkets, Metro stores nationwide, and online.
The full product list and prices are:
- Excellent BB Cream SPF 30 – $41
- Bloody Delicious Hydrating Tinted Illuminator – $39
- Bam! Bam! Bam! Lip, Cheek and Eye Tint – $22
- You’re Welcome Tubing Mascara – $31
- Steady On Eyeliner – $29
- Outside the Lines Eyeshadow Stick – $31
- Bring Back the Bush Eyebrow Tint and Gel Hold – $21
- Dot to Dot Eyebrow Pencil – $28
- Where The Hell is My…? Tinted Lip Balm – $28
- Pucker Up Tinted Lip Gloss – $28
