Wesfarmers Health has launched a new beauty and wellness pilot concept store atomica designed for beauty enthusiasts in Castle Towers, Sydney.
Wesfarmers Health Retail Director Richard Pearson said, “We saw a gap in the market for an affordable and accessible beauty-focused retail proposition that delivers an inspirational in-store experience featuring coveted international brands and locally-loved Australian brands.
“At atomica our focus is on inspiring customers with affordable ways to invest in their beauty and wellness. atomica sits between high-end beauty specialist stores and a convenience grocery offer. Harnessing inclusivity is a core value of atomica and judging by initial feedback, we have started the journey of delivering a retail format that we know Australians will love,” said Richard.
The inaugural store opened with fanfare featuring viral skincare sensation Bubble Skincare and Korean skincare brand INNISFREE sitting alongside established brands like The Ordinary, La Roche-Posay and CeraVe. Beauty enthusiasts were also excited to see brands including Pixi, Clinique, Conserving Beauty, Hairification, e.l.f and Milani gracing the shelves.
atomica also has dedicated ‘Glow Advisors’ whose role is to assist customers with tailored beauty advice and in-store services, including a cutting-edge skin scanning service, makeup applications and lash applications.
This atomica Castle Towers store was previously a Priceline, without a pharmacy offer. The conversion to atomica is the first step in a planned expansion to other parts of Australia in 2025. Australia’s largest health and beauty loyalty program – Sister Club – will be integrated in time where shoppers can earn perks and privileges from all three retail formats: atomica, Priceline and Priceline Pharmacy.
