The first US retail Luna Bronze has been ten years in the making. The Australian self-tan brand – born from skin cancer sufferer Maddy Balderson’s brush inventor – launched in 2015, and has been restructuring for the past five years to prepare for global expansion. This February, Luna Bronze entered into its first US retail partnership with Ulta Beauty, marking a milestone for the brand amid growing demand for Australian skincare innovations.
“There’s definitely a growing global interest in Australian beauty in general,” Balderson, who is based in Sydney, told Ujo Shop. “Australian brands tend to be associated with natural ingredients, simplified processes and a strong awareness of sun safety, which resonates with US consumers.”
Australian beauty brands such as Bondi Sands, Lanolips and Ultra Violette have already made waves in all segments of the US market, and the space for A beauty is only growing: In 2025, Australian beauty generated $16 million in media influence value (MIV) in the US and is estimated to grow by about 12% to $17.9 million according to MIV data which is 20unch 20.
Now, a growing number of Aussie body care brands are expanding their foothold in the US retail space. Gem, a personal care brand that boasts pastel minimalist packaging, recently launched at Walmart after developing a cult following in the UK and its home country of Australia. Self-tanner brand Bali Body completed its biggest US store expansion to date in February with its push into nearly 2,900 Walmart stores nationwide, while Orb Oils’ gender-neutral body oils (made in Melbourne) begin entering the US market in the latter half of 2025 with Revolve and Free People.
“We’ve had such an amazing reception from our Australian audience since launch, that we’ve seen an abundance of organics in international markets and particularly in the US,” said Orb Oils founder Emma Smith. “There seems to be a gap in the market for what we’re doing, and it’s a mold we’re trying to break not just locally and nationally, but globally.”
Image: Courtesy of Orb Oils
But what is fueling this Australian body care sector? Fueled by social media’s unfettered access to global trends, consumer interest in international beauty markets has grown exponentially in recent years. Take, for example, the K-beauty renaissance sweeping the country: Fueled by fan-favorite brands like Medicube and Joseon Beauty, K-beauty sales in the US are set to reach $2 billion by 2025, marking a 37% year-over-year increase, according to consumer intelligence firm NIQ. Other international beauty markets such as J-beauty (Japan), I-beauty (India) and A-beauty (Australia) are all following behind as they gain momentum from US consumers.
“At Ulta Beauty, our guests are increasingly interested in discovering international brands that bring new methods, ingredients and practices to their routines,” said Ulta Beauty VP of Merchandising Lisa Tamburello. “That’s why we’ve continued to expand our range of A-beauty products, which already include long-time favorites like Loving Tan and Bali Body.”
Beyond America’s fascination with all things worldly beauty, Australia’s sun-loving lifestyle is particularly appealing to consumers as the underworld is often associated with scenes of calm beaches and bronzed skin (I’m thinking Jacob Elordi, but to each his own). As the beauty industry prepares for the return of sunny summer, Australian body care brands are poised to capture US consumers looking for a healthy, glowing – and sun-protected! – skin.
Image: Courtesy of Bali Body
“Australia has a very strong sun, sea and outdoor culture, which naturally has a commitment to body care and sun care,” says Bali Body founder Laura Osterloo. “A lot of Australian brands are built around that lifestyle, which is very relevant to US consumers.” Gem founder and CEO Georgia Geminder agrees, adding that US consumers are drawn to Australia’s “authenticity”, fostered by “effective product formulas, great ingredients and a relaxed lifestyle, led by a beauty lifestyle.”
For Australian companies themselves, entering the US marks a right of passage: “Australia is also a relatively small market, so when you’re building a brand with global ambitions, international expansion quickly becomes part of the journey,” notes Balderson. As a reference, the Australian beauty and personal care market is expected to generate AU$12.38 billion (about US$8.48 billion) by 2026, compared to the US market worth US$106.76 billion. Expanding into the American beauty space is pushing Australian brands to focus on product innovation and target a much larger consumer base. As Smith says: “We’re a small piece of the global pie, but we’re respected in the beauty industry and we’re up for adoption.”
Reaching a large American audience can be a challenge for Australian body care brands born in a small beauty market, but marketing in the US is less about changing brand messages and more about sustainable scaling. “The American market is moving incredibly fast and operating at a very large scale, so you need to be culturally prepared to meet that pace,” advises Geminder. The fundamentals are the same, Balderson adds, as authenticity shines across cultures and global markets, while Osterloo notes that there is a “greater focus on education and class acquisition” to fit in with the American aesthetic.
“In the US you’re a small fish in a big pond, but that place also pushes brands to innovate,” Balderson said. “There’s a lot of creativity and experimentation going on, which is empowering.”
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