MCoBeauty has enlisted Bureau of Everything (BoE) as its agency of record, tasking the indie creative shop with brand strategy, design, and campaigns as it gears up for global expansion. Work is already well underway.
The ‘luxe for less’ beauty disruptor has taken Australia and New Zealand by storm, dominating searches on Woolworths, Big W and Chemist Warehouse. Now, with a US launch in motion and more markets on the horizon, MCoBeauty needed a creative partner to capture its bold, category-shaking energy on the world stage.
MCoBeauty general manager Kaitlin Rady says BoE brings “strategic thought leadership and exceptional creativity,” positioning the brand to move from Australia’s fastest-growing cosmetics brand to a truly global beauty player.
Rady added: “The work we’ve accomplished together so far is both exciting and energising, positioning MCoBeauty to take the next bold step in our journey – from being the fastest-growing cosmetics brand in Australia and New Zealand to becoming a legitimate global force in beauty. Together, we’re disrupting the exclusivity of luxe beauty.”
BoE co-founder Emily Taylor meanwhile calls it the perfect client for their model – a lean, senior-led creative office built for flexibility.
Taylor continued: “When we started Bureau, this was exactly the type of client we had in mind. It’s an epic brand on a phenomenal trajectory and an awesome team working on it at MCoBeauty.
“We are operating like a genuine extension of their team and it’s such a pleasure to be capturing the magic in that brand and building on it for future growth.”
Since launching in May 2024, BoE has hit the ground running, naming eBike brand Flight Risk, rebranding Fone King, repositioning Pharmx, and getting Australians talking about an elected Head of State by reframing the King’s Visit as “Monarchy: The Farewell Oz Tour”.