Country Road pushed into the activewear market last month - now sister retailer Witchery is after a $3.7 billion market.
Witchery has launched a 58-piece cosmetics range of nail, lip and eye products with plans to extend this to foundations and base makeup.
The collection officially launches in store and online on November 6.
The launch follows a rejuvination of the Witchery women's offer, which commenced in autumn/winter 2013.
Speaking with Ragtrader earlier this year, Witchery revealed a strategic project was undertaken to create a new vision for the brand.
"A strategic project was undertaken to create an inspiring vision for the future. An essential aspect of this was to better understand our core consumer and to define who they are, or could be.
"When we joined the Country Road Group in late 2012, our need for a customer-centred and future-focused strategy was even more critical to the business."
The revamp is set to continue following the completion of a $213 million takeover of parent company Country Road Group last month.
South African-based Woolworths acquired the company, which includes includes Witchery, Country Road and Mimco.