The ‘secret’ beauty store Ultra Beauty operated by Chemist Warehouse that sells designer labels

Eagle-eyed shoppers are sharing photos from inside Chemist Warehouse’s latest luxury beauty venture, with many completely unaware that the business has a separate store to sell Lancome, Diptyque, Le Labo and Olaplex.

Ultra Beauty was created in collaboration with Chemist Warehouse in 2018 with the first physical store opening at the Paramount Centre on Melbourne‘s Bourke St. 

Since then another eight stores have opened alongside the online company, including in Chadstone and Edgecliff, Sydney, with a plan to roll out another 15 stores.

Ultra Beauty was created in collaboration with Chemist Warehouse in 2018 with the first physical store opening at the Paramount Centre on Melbourne’s Bourke St

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Since then another eight stores have opened alongside the online company , including in Chadstone and Edgecliff, Sydney, with a plan to roll out another 15 stores

Chemist Warehouse and My Chemist retail stores hold the largest market value share of the country’s beauty-from-within retail, with customers trusting the discounted prices at the pharmacy to deliver the same product they can get for almost double the price elsewhere.

In 2019 Chemist Warehouse chief operating officer Mario Tascone told the Herald Sun that Ultra Beauty ‘store within a store’ would provide a new home for exclusive luxury fragrance and beauty products. 

Brands including YSL, Lancome, Ralph Lauren, Armani and Paco Rabanne are already party of the line-up, alongside Bumble and Bumble, Elizabeth Arden, GHD and Nak.

The stores are laid out much like a Sephora or Mecca store with brands separated into different counters and try on sections filled with lipsticks and foundations.

Brands including YSL, Lancome, Ralph Lauren, Armani and Paco Rabanne are already party of the line-up, alongside Bumble and Bumble, Elizabeth Arden, GHD and Nak

One shopper who came across the Edgecliff store said she never knew Chemist Warehouse had even launched the new beauty brand

‘When it comes to luxury fragrances, we understand and respect that certain brands need to be displayed and sold in an environment that reflects the luxury into which they were born,’ Mr Tascone told Business Daily.

‘Unfortunately, in the past this environment is at odds with a normal Chemist Warehouse store layout and fit-out.’

One shopper who came across the Edgecliff store said she never knew Chemist Warehouse had even launched the new beauty brand.

‘I never knew it existed but now you all do and I urge you to go have a look for yourselves,’ she said. 

‘The makeup stands are so easy to navigate.’

Others on Reddit questioned why they hadn’t heard more about the joint venture.

‘I can’t wait to stock up! Le Labo, amazing,’ another woman said.