Department store Myer is driving its beauty growth with the addition of four new high-end skincare brands.
La Mer, Swiss Perfection and Guerlain will roll into stores following the recent inclusion of avant-garde brand Helena Rubinstein.
In FY25, the beauty space made up 22 per cent of Myer’s department store sales, according to its annual report for that financial year. Total sales here hit $3.3 billion.
Beauty was one of two categories that grew sales in FY25, up 0.8 per cent, behind a surge in home sales of 7.4 per cent. All clothing categories had reported sales slips in the last financial year, led by kids (down 1.7 per cent), womenswear (down 1 per cent) and menswear (down 0.1 per cent).
Myer chief merchandise officer Belinda Slifkas welcomed the new skincare brands and added that they play a pivotal role in strengthening Myer’s growing skincare offering.
“We’re incredibly excited to welcome four of the world’s most iconic luxury skincare brands to Myer,” Slifkas said.
“Introducing La Mer, Helena Rubinstein, Swiss Perfection, and Guerlain marks a significant step forward in strengthening our skincare and beauty offering.”
According to Slifkas, skincare represents the greatest opportunity for growth within Myer’s beauty business. “We are focused on continuing to expand our luxury skincare offering, to complement our existing mix of both accessible and prestige brands,” she said.
“Each of these new brands will be showcased in bespoke shop‑in‑shop experiences in both Myer Sydney and Myer Melbourne, complete with dedicated treatment spaces that allow customers to experience the best of luxury beauty.”
La Mer ANZ’s brand general manager, Mariko Rex, welcomed the partnership with Myer. “Their commitment to premium environments, dedicated treatment spaces, and service excellence makes Myer a natural destination for the world’s most iconic luxury skincare brands,” Rex said.
Swiss Perfection will make its Australian debut exclusively at Myer, as the brand’s first department store partner in the market.
Global CEO Renaud Divisia said this is an exclusive debut for the brand in Australia.
“Backed by over 28 years of research and development, our brand is rooted in cutting-edge Swiss cellular science, including our signature Cellular Active IRISA® technology and advanced bio-active formulations inspired by exosome research,” Divisia said.
In addition, Myer will introduce two distinguished beauty maisons: Carolina Herrera Beauty and Rabanne Beauty. The brand is featured in the high-end department stores such as Harrods and El Corte Inglés globally.