Woolworths ignites a shopping rush with the launch of Poni Cosmetics, an Australian-owned makeup brand now exclusively available on its shelves. This affordable beauty line, priced from $12 to $25, shakes up the supermarket’s expanding beauty aisle and draws crowds seeking trendy essentials.

Affordable Makeup for Everyday Shoppers

The collection features volumising mascaras, cream and powder blushes, setting spray, lip oil, and BB cream. Poni targets a new generation of beauty enthusiasts craving expressive, playful products without high costs. “While some brands are aspirational but out of reach and others feel heritage and traditional, Poni sits in a different space entirely,” a Poni spokesperson states. “It’s loud, proud and designed to stand out, with curated colour essentials in playful shapes, colours and textures.”

The spokesperson adds, “For us, make-up isn’t an unachievable fantasy, it’s as real as grocery shopping in our sweats. As essential as the bread and butter in our basket. Poni is made for real life and the most important item on our list for looking and feeling our best.”

Record Sales in First Week

The vibrant pink, blue, and red packaging proves irresistible, with Woolworths selling 20,000 units in under a week. Cheryl Lou-Hing, Beauty Category Manager at Woolworths, shares, “We’re thrilled by the initial buzz because it proves our customers are looking for more variety and quality in their local beauty aisle.”

“By bringing Poni on board, we’ve expanded our offering even further so that our customers can find all the essentials of a modern makeup kit – like a pro brow pencil or a primer – for under $25 while they’re doing their food shop. It really is the ultimate treat.”

Woolworths continues to grow its beauty section amid rising demand. Lou-Hing notes, “Poni was a natural fit for the ongoing evolution of our beauty category. We’re curating a range of innovative brands that offer a ‘step-change’ in quality for our customers.” She highlights its appeal to savvy shoppers inspired by social media who value convenience. “By bringing Poni on board, we’re reinforcing our position as a destination where beauty meets everyday accessibility.”

Social Media Erupts in Excitement

Shoppers flood social platforms with praise for the eye-catching range. One TikTok user admits, “Not gonna lie, I bought this today because of the packaging.” Another raves, “The mascara is my favourite thing out of everything I tried.” A third declares, “I’m loving what I bought, especially the lip butter.”

Poni’s spokesperson reacts, “Seeing shoppers discover Poni in the aisles of Woolworths and share it online with their friends is exactly what we hoped would happen. The excitement feels spontaneous and community-led which is very aligned with how Gen Z discovers and validates beauty today.”

The brand emphasizes affordability and cute packaging designed for impulse buys. “Poni was built to feel like an easy add-to-cart (or add-to-trolley) moment, not something you have to budget for or justify. Affordability was non-negotiable from day one. And the packaging is designed knowing our audience is visually literate, trend-aware and highly social.”

Fans respond swiftly online: “I’m running to Woolies now. these are so cute,” one posts. Another says, “Oh, these look great, definitely going to check it out in store.” A shopper exclaims, “So cute AND its affordable what the actual heck.”