The Ultimate Checklist for Launching a Beauty Brand in Australia
Everything You Need to Know - From Idea to On-Shelf
Thinking of launching a beauty brand in Australia? First of all - love that for you. You’re entering one of the most exciting, fast-growing markets in the wellness and personal care space. But before you whip up your first serum or send your brand deck off to investors, it’s time to get strategic.
At Hey Beauty, we’ve launched everything from cult skincare to viral lip products to spas featured in Vogue - and trust us, the aesthetic is only half the story.
This is your ultimate checklist for launching a beauty brand in Australia that’s not just beautiful, but profitable, compliant, and positioned to grow.
1. Nail Your Big Idea
The strongest brands start with a razor-sharp concept. Before you fall in love with your packaging or logo, ask:
What gap am I filling?
Who is this for, and why should they care?
Is it trend-driven or timeless — and how will I stand out?
Don’t just invent a product. Solve a specific problem for a specific person.
2. Validate Your Market
Australia has a unique beauty ecosystem - from Mecca domination to derm-clinic culture to a growing appetite for “clean” and “conscious” brands.
Research:
Your direct and indirect competitors
What’s already on shelves locally (Mecca, Priceline, Sephora, Adore Beauty)
Where the white space is
What your ideal customer really wants
Use Google Trends, Mecca’s "What's New" section, and direct customer interviews to sense-check your direction.
3. Check Regulatory Requirements
Australia is one of the most highly regulated markets when it comes to beauty and that’s a good thing. But it means:
You must comply with AICIS (Australian Industrial Chemicals Introduction Scheme)
Product claims (like “anti-ageing”) must be substantiated
You’ll need proper labelling, safety testing, and in some cases, TGA (Therapeutic Goods Administration) approval
Don’t skip this. It’s one of the biggest reasons launches get delayed - or fined.
4. Lock In Your Brand Identity
Your brand is more than a name and a font. You’ll need:
A trademark-ready brand name
A visual identity that photographs well
A tone of voice that’s distinctive and emotionally resonant
A founder story (yes, even if you’re not the face)
Brand pillars and messaging hierarchy
5. Design Your Hero Product
Start with one iconic product that makes people fall in love with your brand. Ask:
What does it look, feel, and smell like?
Is it Instagrammable and intuitively easy to use?
Does it deliver visible results?
Whether you’re creating skincare, ingestibles, or cosmetics, formulation partners and packaging design are make-or-break.
6. Choose the Right Suppliers + Manufacturers
This step can make or break your margins and your sanity. You’ll need:
A reliable manufacturer with MOQ flexibility
Clear lead times and quality control processes
Packaging suppliers who can scale with you
Shipping and fulfillment strategy (3PL, warehouse, or in-house?)
Start small, but plan for scale from day one.
7. Build a Sales & Channel Strategy
Ask yourself:
Am I launching DTC (online)?
Do I want to be stocked in retailers like Mecca or Sephora?
Will I sell through spas, salons, or clinics?
Am I focused on eCommerce, bricks-and-mortar, or hybrid?
Each channel has different margin structures, requirements, and customer journeys. It’s not one-size-fits-all.
8. Create a Launch-Ready Website
Your website needs to do more than look good. It should:
Load fast
Tell your brand story
Convert browsers into buyers
Have clear SEO structure
Be mobile-optimised (most traffic comes from phones)
9. Build Your Launch Plan
You’ve built it - now it’s time to make sure people show up.
Build your pre-launch runway:
Email opt-in or waitlist page
Product photography
Social strategy
Influencer seeding
PR planning
Paid ad basics
We recommend planning your first 30–60 days of content and marketing before your product even arrives.
10. Know Your Numbers
This step gets skipped way too often and it’s where so many beautiful brands stall.
Before you launch:
Know your unit economics (COGS, CAC, contribution margin)
Map your breakeven point
Forecast how much you need to sell to sustain yourself
Final Word
Launching a beauty brand in Australia is thrilling but it’s also complex. The founders who win don’t just have a pretty brand. They have a plan.
We’d love to help you make yours.