The beauty market is constantly evolving and skincare has become a major category, says the Woolworths NZ team.
The category is undergoing a dynamic transformation, with a series of new brand launches. Building on the success of their cosmetics line, grocery shelves will soon welcome MCoBeauty skincare, offering innovative solutions to Woolworths’ customers at highly affordable prices. Another key brand innovation at Woolworths is the launch of Hada Labo, the top Japanese skincare brand and Mixa, positioned as an alternative to L’Oreal’s highly successful Cerave range.
The team explains: “This strategic move caters to the evolving shopping habits of consumers who increasingly seek the convenience of purchasing their skin care essentials alongside their groceries, demonstrating the expanding role of the grocery channel in the beauty market. Our priorities in the skincare category are enhancing customer value, deepening partnerships with key brands and making use of our innovative digital and online activation platforms.”
There is also a growing demand for haircare products that reflect both salon-quality and professional brands. The Woolworths team says: “We are focusing on maintaining momentum in basic hair care while continuing to offer more specialised products for different hair types and textures. As consumers are drawn to different sizes of hair packs, there is an opportunity for us to focus on the consumer trend and introduce different sizes for famous brands like Fructis, Elvive and Head & Shoulders. To keep up with current trends, we are focused on adding new products with skinification ingredients, like Hyaluron, Glycolic, Collagen and Keratin, to give our customers more options. And as always, we will continue to offer the biggest variety of hair care brands you can find in a grocery store.”
A fresh approach: ecostore’s personal care range gets a thoughtful refresh
Ecostore’s personal care range has been thoughtfully refreshed, bringing a new level of care to hand and body washes while staying true to the brand’s commitment to sustainability. Recognising an opportunity to evolve, ecostore has refined its formulations to enhance nourishment and skin health—without compromising on its trusted plant and mineral-based ingredients.
At the heart of the new range is New Zealand harakeke, a native botanical known for its naturally soothing and hydrating properties. Harakeke has long been valued for its ability to calm and protect the skin, making it the perfect ingredient for daily cleansing. The new packaging design brings this hero ingredient to life with X-rayed harakeke leaves, a nod to the way nature and science come together in ecostore’s approach to skincare. The refreshed look also helps customers easily navigate the range, making it simpler to choose products that suit their skin’s needs.
More than just a fresh look, the updated formulations are designed to be gentle and supportive of skin health. With a carefully balanced pH of 5.0, ecostore’s hand and body washes help maintain the skin’s natural barrier, cleansing effectively without stripping away moisture. The result is a nourishing, hydrating wash that feels great to use every day, whether after a workout, a long day at work, or a moment of self-care. The fragrances have also been thoughtfully crafted, with naturally derived scents that add to the overall sensory experience.
ecostore has refined its formulations to enhance nourishment and skin health.
To further explore the connection between skincare and science, ecostore has partnered with Dr. Michelle Dickinson, a leading scientist and educator. Through her research on handwashing and skin health, she highlights how ecostore’s pH-balanced formulas work in harmony with the skin’s natural defences, reinforcing the brand’s dedication to creating products that truly care for people and the planet. This partnership brings a deeper level of trust and transparency to the range, ensuring customers feel confident in the products they use every day.
Sustainability remains at the heart of the range. The new packaging blends sugar plastic—a renewable, recyclable material that helps reduce CO₂—with locally sourced recycled plastic. This considered approach ensures that while the products care for the skin, they also help reduce environmental impact. And, like all ecostore products, the range is made in Aotearoa at ecostore’s Toitū net carbonzero certified factory, ensuring a responsible production process from start to finish.
With a focus on nature, science, and sustainability, ecostore’s refreshed personal care range brings a gentle yet effective approach to daily skincare. Designed with care and made to be kind to skin, these hand and body washes offer a nourishing cleanse—without compromise.
DermaOil – The go-to solution for radiant, healthy skin
DermaOil is a powerful skincare solution designed to support the skin’s natural healing abilities while helping to reduce the appearance of scars, stretch marks, fine lines, and wrinkles. This advanced formula is enriched with carefully selected ingredients that work together to nourish, protect, and rejuvenate the skin.
At the core of DermaOil’s effectiveness is Vitamin A (Retinol), a potent ingredient known for stimulating collagen production. By encouraging cell turnover, it helps smooth the skin’s texture and minimise the appearance of imperfections, leaving the skin looking youthful and revitalised. Additionally, Vitamin C plays a crucial role in brightening the skin while providing antioxidant protection against environmental stressors such as pollution and UV exposure. This essential vitamin helps maintain an even skin tone, enhances radiance, and combats signs of aging.
Another key ingredient in DermaOil is Centella Asiatica (Gotu Kola), a botanical extract celebrated for its soothing and healing properties. It helps calm irritation, supports wound healing, and strengthens the skin’s natural barrier. These ingredients are enveloped in an ultra-stable formulation closely resembling our skin’s natural sebum, which balances oil production and enhances skin firmness without leaving a greasy residue.
Richard Vickers, General Manager at Apex Brands, explains: “Proudly imagined, developed, and manufactured in New Zealand, DermaOil embodies quality and innovation. Now available through Woolworths New Zealand, this skincare oil offers a simple yet effective way to care for your skin every day. Experience the benefits of DermaOil and reveal healthier, more radiant skin.”
For more information contact Apex Brands via customerservice@apexbrands.co.nz
The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact trubanowski@fmcgbusiness.co.nz
