Shoppers have discovered a ‘secret’ store selling luxury brands at discounted prices, tucked away down an innocuous staircase in Sydney’s east end.
Beauty lovers are raving about a new “secret” store that sells luxury products at cheaper prices.
Ultra Beauty has nine hidden stores in Chemist Warehouse stores in Victoria, South Australia and, most recently, New South Wales.
Unlike its sister store which sells bargain goods, Ultra offers shoppers high-end items from luxury brands such as Diptyque, Olaplex, Gucci and Chanel.
The luxury business which launched in 2018 with the opening at the Paramount Center on Melbourne’s Bourke Street. Since then, five more stores have opened in VIC.
There is also a single Ultra store in Torrensville, SA, and two in Sydney – the most recent of which opened in Edgecliffe on Thursday.
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Anthony Pecora, brand director of Ultra Beauty, said the ‘shop in shop’ concept was created to give Australians the “opportunity to shop at a premium level in an environment that makes them comfortable”.
“Whether you’re coming back from yoga, the beach or popping into the supermarket, we’re your destination for premium beauty, whenever and wherever you want to shop,” he told news.com.au .
“We love bringing Australians all their favorite brands and products that fit a variety of budgets. We make every Aussie feel special.
The new Edgecliffe store has been described as a ‘hidden gem’ – located down an easy-to-miss staircase at Eastpoint Food Fair.
Anthony also revealed that there are plans to roll out 20 more stores across the country over the next two years.
Although they opened the first store before Covid, many Australians are barely discovering the new store.
A recent TikTok video shared by Chemist Warehouse had a series of comments from people asking “what is Ultra?”
In a separate video shared by a shopper at the Adelaide store in May, a similar reaction was sparked.
“I’m so confused,” wrote one woman.
“Wait wait. WHAT STORE IS IT?” another asked.
As one said, “Wait, what am I looking at? Chemist Warehouse but Myer but huh?
Some of the store’s bestsellers include La Roche Posay’s B5 Serum, JSHealth Hair + Nail Vitamins and Embryolisse Nourishing Hand Cream.