Myer has signed on as the exclusive multi-year beauty partner for Glamour Australia – a new digital platform launched by News Corp Australia.
This adds to ongoing growth in Myer’s beauty department across stores. Over the past 12 months alone, Myer has introduced 22 new beauty brands representing 1,731 new SKUs, in what the company has described as the most significant transformation of its beauty department ever undertaken.
That push has included high-profile exclusives – Fenty Beauty, along with Ole Henriksen, KVD Beauty and Lip Lab via a broader deal with Kendo Brands – as well as becoming the sole department store partner for MAC Cosmetics in Australia.
More recently, Myer added luxury skincare maisons La Mer, Helena Rubinstein, Swiss Perfection and Guerlain, each to be showcased in bespoke shop-in-shop experiences with dedicated treatment spaces.
The launch of Glamour Australia later this year comes as the title boasts a brand reach of 48 million across ten markets already, including the US, UK, Spain and Brazil.
In the beauty deal with Myer, the department store and the global masthead are aiming to build a local version of the beauty and lifestyle publication for young Australians.
“Glamour has built such a powerful global community of beauty lovers, so it’s exciting to see the same community‑focused platform launching here in Australia,” Myer executive chair Olivia Wirth said.
“As we continue to focus on broadening Myer’s presence and influence in beauty, partnering with Glamour allows us to better connect with a new generation of Australian women where they’ll naturally turn to for trusted inspiration.”
Beauty now contributes 22 per cent of Myer's total department store sales, making it one of the retailer's most strategically significant categories, given the department store’s push towards younger consumers. More than 50 per cent of new Myer One loyalty members over the past year have been under the age of 35, a cohort the retailer knows is heavily influenced by social media and peer recommendations over traditional advertising.
Edwina McCann, editorial director and publisher of News Prestige and Condé Nast titles in Australia, described the new Glamour platform as being built for today's young Australians who “move at the pace of social and expect insider content first.”
“We’re building the Glamour Australia universe across the platforms they live on, social and video first, backed by a standalone Australian site with optimised video, e‑commerce and a mobile‑first user experience,” McCann said. “Plugged into global trends with an Australian point of view, our new lifestyle platform will empower young women to own their style through inspiration, practical advice and a sense of community.”
Glamour Australia is set to launch across social channels from mid-2026, with a website and newsletters to follow later in the year.