There’s a new name about to take over your “affordable beauty” searches, and it’s one you’ve probably already scrolled past on TikTok. MCoBeauty, the Australian phenomenon with over a million global followers and a tagline that sums up its mission in three words – luxury for less – has officially arrived in the UK.

Already crowned Australia’s number-one makeup brand and a viral hit in the US, MCoBeauty has built its empire on a simple idea: high-performing, trend-led beauty without the luxury markup. The brand’s debut at Superdrug this July marks its first major European launch, and if its track record is anything to go by, it’s about to change how we British makeup lovers think about the £15 price bracket.

From a tiny line-up to a global phenomenon

MCoBeauty launched in 2020 in Australia with just six products. But in less than five years, it’s become a beauty mainstay across continents. The rise was powered almost entirely by social media, with real shoppers (and later, celebrity fans) posting about its products’ uncanny resemblance to luxury counterparts.

The appeal isn’t hard to understand: formulas that perform like the high-end favourites you’d find at Selfridges or Space NK, but at prices much more in line with your coffee order.

The brand’s founder, Shelley Sullivan, is a veteran of the Australian beauty industry. She created MCoBeauty on the idea that great formulas shouldn’t require great expense.

The Superdrug launch: What to expect

Launching exclusively at Superdrug, MCoBeauty brings 240 products across makeup, skincare and fragrance, with every product costing £15 or under. The line-up features TikTok-famous favourites that have already racked up millions of views, from the XtendLash tubing mascara to the highlighter wand, and setting spray.

But, believe it or not (and you may have to see it to believe it!), these are not your standard budget buys. They’re well-formulated, beautifully designed, and hold their own against the luxury counterparts they’re so often compared to.

The viral icons

If one product defines MCoBeauty, it’s the XtendLash Mascara. The tubing formula coats each lash with flexible, water-resistant “tubes” for instant length and volume that won’t smudge or flake. It’s said to be one of Australia’s best-selling mascara(with one selling every 25seconds, according to the brand), for a reason.

Then there’s the Flawless Glow Skin Filter, a skin tint clearly taking notes from social media’s love of glow-giving products that blur, hydrate, and light up your skin in one step.

It’s very much in the “glowy tint” category pioneered by products like Charlotte Tilbury’s Hollywood Flawless Filter (which it’s widely compared to). Formulation-wise, it contains:

• Tinted pigments for a soft veil of coverage (sheer to light)
• Light-reflecting particles that give a blurred, luminous finish
• Hydrating ingredients like squalane and glycerin

There are only 11 shades available, which is definitely disappointing for the UK audience. However,the brand is working overtime to bring more shades to market.

Bronzer, highlighter and setting spray

The Super Glow Bronzing Drops – a tinted liquid bronzer with a sheer, buildable colour – is meant to give yourskin a natural warmth and luminous finish. It’s enriched with jojoba seed oil, cocoa extract, white tea, and hyaluronic acid. Think “instant holiday” in a bottle (even if you’re in the post-holiday phase).

If glow is your language, you may also be tempted to try the Highlight & Glow Beauty Wand. Available in five shades, it’s a creamy, light-reflecting formula, with a soft cushion applicator that’s actually pretty genius. Finally, rounding out the line-up is the Miracle Flawless Setting Spray, a supermist featuring glycerin, aloe vera, and camellia extract.

And all the others…

These are just some of our favourites but there’s a full face worth of makeup. Think lipsticks, powder blushes, contour sticks and even a salted caramel pistachio body mist, if that sounds familiar at all. The world’s your oyster – just without the oyster-price tag. MCoBeauty officially launched in the UK on 21 July 2025, and it’s available exclusively at Superdrug stores nationwide and online.