Amazon's Aussie beauty gamble

Eliza Velk
Junior Lifestyle & Entertainment Producer

After a shaky start, it seems Amazon Australia is trying to build up its local offering, with the online retail giant extending its reach into the beauty scene.

Popular beauty brand Runway Room, owned by Melbourne celebrity and make-up artist Alex Fevola, is the latest Aussie label offering up its product range to the Marketplace.

Recognising the potential of the online platform, owner Alex said, “Being a small, organically grown business, I haven’t had the budget to market this as effectively as we would have liked.”

Amazon Australia has started to attract local brands to the marketplace with Runway Room the latest addition. Source: Supplied
You can now find these Aussie beauty products on Source: Supplied

While the site is still largely dominated by international beauty brands including Elizabeth Arden, Estee Lauder and L’Oreal Paris, Runway Room is not the only Australian label to grab at this opportunity. 

Eye of Horus and Australis are also in the mix of local beauty products available, and considering it’s still early days for the Australian site, we wouldn’t be surprised to see others introduced later down the track. 

Priming Ashley Olsen GIF - Find & Share on GIPHY

This extended product range comes after US announced it will no longer ship to Australia starting from July 1st.

The reason for this change comes under the new GST laws that state a 10 per cent GST will be applied to all purchases made overseas and shipped to Australia – which previously only applied to orders over $1,000. 

So any local customers trying to reach the US site will instead be redirected back to the Australian one and the same goes for any other international Amazon websites.

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