What the numbers are saying
Australia’s beauty and personal care market was worth AUD 16.2 billion in 2024 and is forecast to grow at over 6 percent annually through the next decade1. That growth isn’t just in product sales; it’s creating demand for retail staff, communications and marketing specialists, logistics coordinators, and customer service pros, to name a few.
In other words: when the lipstick sells, the jobs follow.
Not only do we continue to see the e-commerce side of the industry go from strength to strength, but we’ve also recently seen Adore Beauty, a major online player for more than 20 years, move into physical retail — seven stores so far, with plans for 25 plus across Australia2. Each new store brings opportunities for temporary and permanent staff in retail, merchandising, and operations.
It’s proof that the sector isn’t retreating; it’s evolving.
And it’s not only Adore Beauty shaking things up. Wesfarmers Health has begun converting selected Priceline Pharmacy sites into its new Atomica format, which targets a modern, wellness-focused shopper. With an average price point between $20 and $40, the concept taps into consumers who still want to participate in the beauty scene, but are more focused on affordable options3.
If that didn’t convince you the sector is booming, look no further than MECCA’s new flagship on Melbourne’s Bourke Street Mall — a three-level, 4,000 sqm store that opened in August 2025, hosting 200 brands and 80 in-store services4. It’s more than a store; it’s a “beauty playground,” and it’s employing over 300 team members across retail, wellness, and concierge roles — a hiring beacon if ever there was one.
The lipstick effect — workforce edition
Economists have talked about the Lipstick Effect for over two decades — small luxuries people still buy in tough times. I’d argue there’s a workforce version too: when industries contract, beauty keeps hiring. According to Euromonitor, Australia’s beauty sector “showed resilience in 2024 amidst weakening economic conditions,” maintaining strong value-sales despite inflation5.
From my seat in recruitment, this industry’s glow-up is more than skin-deep. It’s a sign that confidence, adaptability, and self-expression are still driving both sales and staffing.
Because in challenging times, resilience — much like a good serum — always finds a way to shine through.
Australia’s health and beauty sector is thriving through change
While many industries are tightening their belts, Australia’s health and beauty sector seems to be adding another coat of gloss. Despite cost-of-living pressures, consumers are still investing in products — and people — that make them feel good.
From a recruitment perspective, that’s significant. When employers keep hiring — even for short-term or flexible roles — it signals optimism. And right now, optimism is trending.
So, Adore Beauty, Mecca and Wesfarmers Health, I would love to help you with your recruitment needs. Whilst I am a beauty tragic and not a beauty expert, recruitment, staffing and people I do know!
References
- Expert Market Research (2024) Australia Beauty and Personal Care Market Report
- Adore Beauty Group Ltd (2025) FY25 Results Announcement – adorebeautygroup.com.au
- Inside Retail (2025) “Wesfarmers Health launches Atomica format”
- MECCA (2025) Bourke Street Flagship Press Release and The Urban List (Aug 2025) “Inside MECCA’s New 4,000 sqm Bourke Street Flagship”
- Euromonitor International (2024) Beauty and Personal Care in Australia Report
Candice is highly customer focussed, with solid experience in a range of professional, office support and administration roles covering a broad variety of sectors. She compliments her recruitment industry experience with over 20 years experience in professional service roles. Candice has worked on a diverse range of major client accounts, and has recruited and managed temporary, contract and permanent staff. As Manager of the Interchange Bench, she manages the consulting team and provided resources on large recruitment projects, designed and facilitated assessments centres, screened and shortlisted a large volume of candidates, planned and overseen weekly and monthly rosters.