Elle Macpherson’s ingestible beauty brand WelleCo will be available in Chemist Warehouse from Sep, with the retailer recording 35% growth in the ingestible beauty category and lauding physical store placement as the way to further success. WelleCo’s The Super Elixir, alongside their full targeted collection, will be available in over 400 stores nationally. The ingestible beauty products sector is going from strength to strength with analysts estimating the global market is currently worth between $5.1 and $13 billion, but that it could shoot up to $14.4 billion by 2027. Mordor Intelligence has reported the APAC market is the fastest-growing market for ingestible beauty due to the region’s developing economy and prioritisation of wellness. Leighton Richards, WellCo CEO, said it was “an exciting time for the business”, and that “in the past quarter, WelleCo has been surging globally, and we’re on track to double our business year-on-year”. He added, “we have seen over 200 percent growth in Australia and 400 percent in the US”.

“We’re very focused on omnichannel growth… we have been a predominantly direct-toconsumer business. “But now the business is scaling up, taking it back into physical stores is a priority for us.” WelleCo has been stocked in Ultra Beauty, Chemist Warehouse’s luxury sister store, since 2022 and is stocked in Myer and David Jones.