Aussie brand that sells 1 product every 30 secs launches in Coles
Aussie beauty fans are already going wild for cult-favourite brand Gem's new launch into Coles, and TikTok is flooded with early sightings and rave reviews.
Several products have already sold out in some stores ahead of the official release, meaning the brand has had to bring forward its launch announcement.
From July 1, Gem 's popular deodorants and a range of new products will be available in more than 800 Coles stores nationwide.
The launch includes new scents of the brand's beloved Skin-Loving Deodorants, which are now joined by Fragrance Body & Hair Mists ($12.50) in signature scents like Coconut Vanilla, Vanilla Macadamia, and Santal.
The santal deodorant scent has gone particularly viral in the past for being an affordable 'dupe' of the famous Le Labo Santal 33 perfume, which retails for $382.
Two exclusive scents, Roasted Almond & Toffee and Watermelon Fresh, are also available at Coles for the first time and are set to go just as viral.
After years of customer requests, Gem has also introduced a Roll-On Deodorant ($5.50) in three scents, each with hyaluronic acid, shea butter, and vitamin E and designed for gentle, everyday use.
Excitingly, the brand is also making its debut into grooming with Skin-Loving Shaving Kits ($20), available in two colour sets.
Each kit includes a razor infused with hyaluronic acid, vitamin E, and aloe vera, plus two blade refills and a holder.
Refill packs are available for $22, and the Skin-Loving Shaving Gels ($10) come in the iconic Coconut Vanilla and Vanilla Macadamia scents and make for a luxurious shaving routine.
Founder Georgia Danos said the Coles partnership is a huge step for the brand, which started with natural toothpaste in 2020 and has grown into an eight-figure player in everyday beauty essentials.
'Our mission has always been to bring beautified everyday essentials to all Australians, and we are grateful to work with Coles to bring this vision to life,' Ms Danos told news.com.au.
She said the brand's launch into the grooming category is a direct response to the 'pink tax' that often comes with women's personal care products.
'It frustrated me that we, as women, should have to pay for something just because it looks cute, yet are expected to compromise on the efficacy of that product,' she said.
'With this range, we wanted ALL the frills, no extra dollar bills. And you can expect a hardworking, 'men's-grade' premium shave that prioritises your skin health and feeling with every use.'
Shoppers have already gotten wind of the launch, with countless videos showing people spotting the new Gem products on shelves.
Maya Andrejev posted about the body mist, saying she had 'no idea' it existed, and now she plans to wear it every day.
Meanwhile, Eleni Karambinas saw the roll-ons on TikTok and headed straight to Coles to buy them.
Content creator Saskia Grace described the roll-on as 'so yum' and praised the body mists for their 'gourmand scent', while Holly Turner said she bought two of the mists in case they sold out.
Comments on these posts echoed the hype, with shoppers saying they 'need to go ASAP' and that the new launches are 'already going to be my fave'.
One TikTok user wrote, 'I just know that they would smell divine'.
Ms Danos said that she was overseas at the time all these videos were being posted and her team called her to let her know she had to come home to help bring the launch forward.
'We are lucky enough to have loving fans of the brand who spotted our new products out on shelf in Coles and jumped on socials to share the news,' she said. 'We pulled our launch forward by two weeks and the team had to pivot as it was going viral on TikTok.
'It's a great problem to have when the product you haven't even announced on your own channels, is selling out in multiple stores nationwide! A real pinch me moment and we are so grateful for the response.'
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