Yesterday, Wesfarmers Health has unveiled its new beauty and wellness retail concept, Atomica, marking the company’s foray into the cosmetics industry. The pilot store recently opened at Castle Towers shopping centre in Sydney, taking over the space previously occupied by Priceline. This move signals the company’s intention to establish a major presence in the beauty retail market, with plans to expand Atomica stores to key cities nationwide later this year.
Developed in collaboration with the branding and design agency Houston Group, the Atomica concept is crafted to deliver an inspiring in-store experience. The store features a curated selection of international and local beauty brands, including Bubble Skincare, Innisfree, The Ordinary, Milani, and ELF.
Corrina Brazel, head of marketing at Wesfarmers Health, highlighted the vision behind the brand: “We saw an opportunity for an affordable and accessible beauty-focused retail offer that delivers an inspirational in-store experience featuring coveted international brands and locally-loved Australian brands.”
While the company has not yet disclosed specific locations for future Atomica stores, it has launched a non-transactional website to introduce the brand to consumers. Atomica aims to offer a diverse mix of on-trend, affordable, and much-loved beauty products that cater to a wide audience.
Wesfarmers Health reported a 5.9% increase in revenue to $5.62 billion in the last fiscal year.
