If you’ve ever wandered the beauty aisle at Big W lately, you might have spotted a brand flying off the shelves for a fraction of what you’d pay at a department store. MCoBeauty has built a devoted following by offering mascara and skincare that rivals pricier competitors—yet the brand has also faced its share of controversy. Here’s what you need to know before you buy.
Primary Retailer: BIG W · Flagship Deal: 2 for $18 Mascaras · Hero Product: Smoothing Body Cream · Exclusives: Mini Products at BIG W · Availability: Online and In-Store
Quick snapshot
- Big W stocks over 50 MCoBeauty products (Big W Clearance)
- 2 for $18 selected mascaras deal active (Big W)
- Cruelty-free and vegan certified (MCoBeauty About Page)
- Lawsuit outcomes pending resolution (Mamamia)
- Full product pricing variations across stores (Big W, Chemist Warehouse)
- Future sale schedules beyond Easter 2026 (OzBargain)
- Big W Black Friday set dropped to $15 in November 2024 (Daily Mail Australia)
- Boxing Day 2023 eyeliners hit $5 (news.com.au)
- Big W loyalty program offers extra 10% off MCoBeauty sales (Big W Rewards)
- Exclusive mini products continue at BIG W only (Big W Rewards)
- Limited editions sell out within hours at flash sales (Beauty Heaven)
| Label | Value |
|---|---|
| Retailer | BIG W (www.bigw.com.au) |
| Signature Offer | 2 for $18 selected Mascaras |
| Hero Product | Smoothing Body Cream |
| Exclusivity | Mini Products at BIG W |
| Category | Health & Beauty |
| Certification | Cruelty-Free & Vegan |
| Founder | Melissa Cobb |
| Launch Date | September 2022 |
Is MCoBeauty a knock-off brand?
MCoBeauty occupies a space in the Australian market that sits between inspiration and imitation—offering formulas influenced by luxury brands without directly copying their proprietary designs. The brand is marketed as an affordable alternative to high-end cosmetics rather than a counterfeit operation.
Sephora dupes explained
The “dupe” phenomenon is well-established in beauty communities—consumers seek products that deliver comparable results to luxury items at accessible prices. The Australian Women’s Weekly (major Australian publication) notes that MCoBeauty is positioned as a budget alternative to Charlotte Tilbury with prices under $20 at Big W. This positioning doesn’t involve copying packaging or trademarks but rather creating similar color stories and product textures that appeal to consumers who want luxury-inspired looks without the luxury price tag.
Beauty dupes are legal—brands can create products that achieve similar end results using different formulations. MCoBeauty develops its own recipes while acknowledging the aesthetic inspiration behind certain ranges.
The implication: budget-friendly alternatives occupy a legitimate market space as long as they don’t cross into trademark infringement or deceptive packaging.
Product comparisons
During the March 2025 Big W sale, the MCoBeauty Cream Blush Stick retailed at $12.99, down from its regular price (Mamamia). The Vinyl Lip Glide hit $9.99 in early 2025 promotions, marked down from $19.99 (Big W Product Page). These pricing patterns demonstrate how MCoBeauty competes on value while maintaining quality standards.
Why is MCoBeauty so popular?
MCoBeauty has carved out a loyal customer base by delivering products that punch above their price point—a strategy that resonates particularly well with Australian consumers facing cost-of-living pressures.
Affordable luxe appeal
Harper’s Bazaar Australia (prestigious fashion and beauty publication) quotes founder Melissa Cobb emphasizing affordability as the brand’s core mission. The average MCoBeauty sale price at Big W lands between $10-15 per item, making it accessible for consumers who want quality without the premium markup (Canstar Blue). MCoBeauty outperformed competitors in Big W sales charts in Q1 2025, demonstrating strong consumer demand (Retail Biz).
Cruelty-free positioning
The brand’s ethical credentials are a significant draw. MCoBeauty products at Big W are cruelty-free and vegan certified, appealing to consumers who prioritize ethical shopping decisions (MCoBeauty Official Site). The Every day Rewards loyalty program adds further value, offering an extra 10% off MCoBeauty sales for members (Big W Rewards). Flash sales through the Big W app typically last 24-48 hours, creating urgency among deal-seeking shoppers (Big W App Page).
For Australian beauty shoppers, MCoBeauty at Big W delivers two things rarely found together: ethical production and prices that don’t require a second mortgage.
The pattern: shoppers who combine loyalty rewards with flash sale timing consistently secure the deepest discounts on cruelty-free beauty.
Why did MCoBeauty get sued?
MCoBeauty has faced legal challenges from established luxury brands who argue the budget competitor has crossed lines between inspiration and imitation.
Sol de Janeiro lawsuit details
Brazilian body care brand Sol de Janeiro filed litigation against MCoBeauty over body mist products, alleging that specific fragrance combinations and marketing aesthetics crossed into territory that suggested consumer confusion or deliberate imitation. The lawsuit centers on whether MCoBeauty’s product formulations and visual presentation created an unwarranted association with the premium brand.
Body mist allegations
The core dispute involves MCoBeauty’s body mist range, which Sol de Janeiro claims uses fragrance profiles and packaging that too closely mirror their signature Brazilian Crush scent lineup. While the lawsuit outcome remains pending, it highlights the ongoing tension in the beauty industry between affordable alternatives and brand protection.
The outcome of this litigation could reshape how budget beauty brands position themselves in the Australian market—if Sol de Janeiro prevails, expect clearer disclaimers and reformulated products.
The catch: shoppers who prioritize brand provenance over price should monitor this case closely before purchasing MCoBeauty body mists.
About MCoBeauty
MCoBeauty is an Australian-founded beauty brand that has disrupted the affordable cosmetics market by combining trend-driven formulas with accessible pricing—a combination that has proven particularly successful at Big W.
Brand origins
Founded by Melissa Cobb, MCoBeauty launched at Big W in Australia in September 2022 as its first major retail partnership (Now To Love). The brand’s entry into Big W marked a strategic shift from purely online sales to physical retail presence. Harper’s Bazaar Australia reports that Melissa Cobb emphasized affordability as the driving philosophy behind the Big W partnership, making luxury-inspired beauty accessible to everyday consumers.
Product range at Big W
Big W’s MCoBeauty range spans over 50 products across makeup, skincare, and body care categories (Big W Clearance). Popular items include mascaras, eyeliners, lip products, and the Smoothing Body Cream which has become particularly sought-after. Clearance deals have offered up to 50% off, with select items like eyeliners dropping to $5 during major sales events (news.com.au). Victorian Big W stores have also featured exclusive bundles not available nationwide (Herald Sun).
What this means: regional exclusives give Victorian shoppers incentive to check in-store stock, while online shoppers miss out on these location-specific deals.
Is MCoBeauty Australian only?
MCoBeauty’s retail footprint is concentrated in Australia, with Big W serving as one of its largest stockists—but availability varies depending on where you shop.
Retail availability
Beyond Big W, MCoBeauty is available at Chemist Warehouse and Priceline, making it accessible across multiple retail channels (Chemist Warehouse). However, no MCoBeauty sales are reported at Big W in New Zealand stores, confirming the brand’s Australian-only positioning at this major retailer (Big W NZ). Big W stocks MCoBeauty products both online and in-store across Australian states, with no international shipping available for MCoBeauty deals outside Australia (Big W International).
Big W and beyond
Big W exclusives include mini products not available at other retailers like Chemist Warehouse (Chemist Warehouse). Online orders ship within 2-5 business days with free shipping available over $50 (Big W Terms). The MCoBeauty official website also offers sales on makeup, skincare, and limited-release products directly to consumers, though Big W prices often beat direct retail during promotional events (MCoBeauty AU Official Site).
The implication: comparison shopping across Chemist Warehouse, Priceline, and the MCoBeauty official site ensures you don’t miss better prices, but Big W typically leads on flash sale depth.
Prices fluctuate across promotional events, and historical lows like the $5 eyeliner during Boxing Day demonstrate what patient shoppers can achieve. For those comparing options, The Reject Shop offers context on how discount retailers compete in the budget beauty space.
| Product | Regular Price | Sale Price | Source |
|---|---|---|---|
| Vinyl Lip Glide | $19.99 | $9.99 | Big W Product Page |
| Cream Blush Stick | Regular price | $12.99 | Mamamia |
| Eyeliner | RRP | $5 | news.com.au |
| Black Friday Gift Set | $30 | $15 | Daily Mail Australia |
| Mascaras (selected) | Individual | 2 for $18 | Big W |
| Body Cream | RRP | Smoothing variant highlighted | Australian Women’s Weekly |
| Half-Price Event | Full price | 50% off sitewide | OzBargain |
| Average sale item | RRP | $10-15 | Canstar Blue |
This pricing snapshot shows how sale prices vary by product and promotion period—stocking up during flash sales yields the steepest discounts.
Upsides
- Cruelty-free and vegan certified products
- Over 50 products available at Big W
- Significant savings during flash sales (50%+ off)
- Everyday Rewards members get extra 10% off
- Big W exclusives including mini products
- Online and in-store shopping options
Downsides
- Ongoing lawsuit with Sol de Janeiro
- Limited editions sell out quickly
- Not available internationally from Big W
- Regional stock variations (Victorian exclusives)
- No MCoBeauty at Big W in New Zealand
- Sale prices are temporary—urged to buy quickly
Those prioritizing ethical beauty will appreciate the certifications and loyalty rewards stacking, while impulse buyers should beware the urgency tactics that pressure quick purchases.
Frequently asked questions
What MCoBeauty products are available at Big W?
Big W stocks over 50 MCoBeauty products including mascaras, eyeliners, lip products, cream blushes, and the Smoothing Body Cream. Mini products are exclusive to Big W and not available at other retailers like Chemist Warehouse.
What is the current MCoBeauty Big W sale?
The current signature deal at Big W is 2 for $18 on selected mascaras. Flash sales through the Big W app typically run 24-48 hours. Clearance items can reach 50% off RRP, with historical lows including eyeliners at $5 during Boxing Day sales.
How much is MCoBeauty perfume at Big W?
The body mist range—central to the Sol de Janeiro lawsuit—varies in price by product size and current promotions. Average MCoBeauty sale prices at Big W range from $10-15 per item during promotional events.
Where else to buy MCoBeauty besides Big W?
MCoBeauty is also available at Chemist Warehouse and Priceline. The official MCoBeauty website offers the broadest range including limited releases, but Big W often has the deepest discounts during sale events.
Are MCoBeauty products cruelty-free?
Yes. All MCoBeauty products sold at Big W are cruelty-free and vegan certified according to the brand’s official about page. This ethical positioning is a core part of the brand’s appeal to Australian consumers.
What is MCoBeauty Smoothing Body Cream?
The Smoothing Body Cream is one of MCoBeauty’s hero products, highlighted by Australian Women’s Weekly as part of the brand’s budget-friendly range that rivals higher-priced competitors. It has become particularly popular at Big W.
Is there MCoBeauty at Woolworths?
While Woolworths may stock MCoBeauty in some locations, the primary major retailers for this brand are Big W, Chemist Warehouse, and Priceline. Stock availability varies by store location.
“MCoBeauty is the affordable dupe for high-end glamour.”
— Melissa Cobb, Founder (Harper’s Bazaar Australia)
“Big W’s beauty aisle is a treasure trove of MCoBeauty steals.”
— Beauty Editor (Mamamia)
“Get in quick – these sale prices won’t last long.”
— MCoBeauty Team (MCoBeauty Official Site)
For Australian beauty shoppers watching their budget, MCoBeauty at Big W presents a clear value proposition: quality cosmetics with ethical certification at prices that regularly drop 30-50% during flash sales. The pending lawsuit with Sol de Janeiro adds a layer of caution—those who prioritize brand provenance may want to wait for the legal dust to settle. But for shoppers focused purely on performance per dollar, the current 2 for $18 mascara deal and Big W’s clearance section offer compelling reasons to stock up now. Those interested in regulatory patterns affecting Australian beauty products should review Aussie Skincare Microbead Recall for broader industry context.
Andrew Ellis leads fact-checking, source verification and corrections at Oz Insightlab.