The ‘secret’ beauty store Ultra Beauty operated by Chemist Warehouse which sells designer brands

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The ‘secret’ luxury beauty store that NOBODY knows about is operated by Chemist Warehouse and sells the best designer brands at rock bottom prices: ‘I didn’t know this existed’

  • Chemist Warehouse has created its own luxury beauty brand called Ultra Beauty
  • Despite launching a store in 2018, many Australians are still unaware of the brand
  • There are now nine stores dotted around the suburbs of Sydney and Melbourne
  • The brand offers among others Lancome, Diptyque, Le Labo and Olaplex

Eagle-eyed shoppers are sharing photos from inside Chemist Warehouse’s latest luxury beauty venture, with many completely unaware that the company has a separate store to sell Lancome, Diptyque, Le Labo and Olaplex.

Ultra Beauty was created in conjunction with Chemist Warehouse in 2018 with the opening of the first physical store at the Paramount Center on Bourke St.

Since then, eight more stores have opened alongside the online company, including in Chadstone and Edgecliff, Sydney, with a plan to roll out another 15 stores.

Ultra Beauty was created in conjunction with Chemist Warehouse in 2018 with the opening of the first physical store at the Paramount Center on Bourke St in Melbourne.

Since then, eight more stores have opened alongside the online company, including in Chadstone and Edgecliff, Sydney, with plans to roll out another 15 stores (model Dominique Elissa pictured)

Since then, eight more stores have opened alongside the online company, including in Chadstone and Edgecliff, Sydney, with plans to roll out another 15 stores (model Dominique Elissa pictured)

Retail stores Chemist Warehouse and My Chemist hold the largest domestic beauty retail market share, with customers trusting discounted prices at the pharmacy to deliver the same product they can get for almost double the price elsewhere.

In 2019, Chemist Warehouse COO Mario Tascone told the Herald Sun that Ultra Beauty ‘store within a store’ would provide a new home for exclusive luxury fragrances and beauty products.

Brands such as YSL, Lancôme, Ralph Lauren, Armani and Paco Rabanne are already part of the range, alongside Bumble and Bumble, Elizabeth Arden, GHD and Nak.

The stores are laid out much like a Sephora or Mecca store with brands separated into different counters and try on sections filled with lipsticks and foundations.

Brands such as YSL, Lancôme, Ralph Lauren, Armani and Paco Rabanne are already part of the range, alongside Bumble and Bumble, Elizabeth Arden, GHD and Nak

Brands such as YSL, Lancôme, Ralph Lauren, Armani and Paco Rabanne are already part of the range, alongside Bumble and Bumble, Elizabeth Arden, GHD and Nak

A customer who stumbled across the Edgecliff store said she never knew Chemist Warehouse had even launched the new beauty brand

A customer who stumbled across the Edgecliff store said she never knew Chemist Warehouse had even launched the new beauty brand

“When it comes to luxury fragrances, we understand and respect that certain brands need to be exhibited and sold in an environment that reflects the luxury into which they were born,” Tascone told Business Daily.

“Unfortunately, in the past, this environment was at odds with the normal layout and layout of a Chemist Warehouse store.”

A customer who stumbled across the Edgecliff store said she never knew Chemist Warehouse had even launched the new beauty brand.

“I didn’t know it existed, but now you all know it and I urge you to go see for yourselves,” she said.

“The makeup booths are so easy to navigate.”

Others on Reddit asked why they hadn’t heard of the joint venture.

“I can’t wait to fill up! The Lab, amazing,” said another woman.

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