Woolworths sparks a shopping rush with its exclusive launch of Poni Cosmetics, an Australian makeup brand targeting the supermarket’s growing beauty aisle. Priced from $12 to $25, the range features volumizing mascaras, cream and powder blushes, setting spray, trendy lip oil, and BB cream.
Playful and Affordable Beauty for Everyday Shoppers
Poni Cosmetics targets a new generation of beauty enthusiasts seeking expressive, playful products without premium prices. “While some brands feel aspirational or traditional, Poni stands out as loud, proud, and designed to shine with curated essentials in fun shapes, colors, and textures,” a brand spokesperson stated.
“Makeup isn’t a fantasy—it’s as real as grocery shopping in sweats, as essential as bread and butter. Poni fits real life and tops the list for looking and feeling great.”
Impressive Sales and Supermarket Expansion
The vibrant pink, blue, and red packaging drives strong demand, with Woolworths selling 20,000 units in under a week. “Initial buzz thrills us, confirming customers crave variety and quality in the beauty aisle,” said Cheryl Lou-Hing, Beauty Category Manager at Woolworths.
“Poni expands our lineup, offering modern essentials like pro brow pencils and primers under $25 during food shops— the perfect treat.” Woolworths views Poni as a natural addition to its evolving beauty category amid rising demand.
“We curate innovative brands for quality upgrades,” Lou-Hing added. “Poni attracts savvy shoppers inspired by social media who value local convenience. It positions Woolworths as the go-to for accessible beauty.”
Social Media Buzz Fuels Excitement
Shoppers share viral hauls online, praising the products. “Bought this for the packaging—not gonna lie,” one TikTok user posted. Another raved, “The mascara is my favorite.” A third declared, “Loving the lip butter especially.”
Poni celebrates the real-time reactions. “Watching customers discover and share Poni in Woolworths aisles matches our vision,” the spokesperson noted. “Spontaneous, community-driven excitement aligns with Gen Z beauty trends and authentic resonance.”
Affordability and cute packaging prioritize easy purchases. “Poni is an impulse add-to-trolley item—no budgeting needed. Packaging suits visually savvy, social audiences.” Fans respond eagerly: “Running to Woolies now—these are so cute.” “Look great, checking in store.” “Cute and affordable—what the heck!”
