Former MySale CEO Kalman Polak has joined forces with ex-Catch beauty category manager Sarah Frazer to launch a pureplay business called On Trend Beauty.
It comes as Australia's cosmetic and toiletry market hits a total worth of $5.4 billion in 2024 according to IBISWorld, lifting by 1.4 per cent over the last four years.
Polak was CEO of MySale until September 2023. Prior to this, he worked at Catch for three-and-a-half years in two department head roles.
Frazer worked at Catch for over five years until 2021, when she and Polak began building the business.
Polak said the launch of On Trend Beauty is a response to consumer demand for the big brand products for less
“We know customers are paying too much at the checkout both online and in-store, and we know we can make a big impact on the beauty category,” he said.
Polak and Frazer have a combined 20 years of experience in online retail. Polak ideated and launched groceryrun.com for the Catch Group, whilst Frazer drove the Catch Group’s beauty category to $30 million.
“I’ve been working exclusively in the beauty category for over 15 years,” Frazer said. “And I’m excited to be bringing that knowledge to On Trend Beauty, where knowing the latest products - and where to find them - is the aim of the game”
The beauty category is also ripe for a bit of disruption, according to Sarah.
“We know that big markups on makeup and skin care are standard in Australia. We want to show our customers that On Trend Beauty is going to turn that on its head.”