Wesfarmers Health, led by Priceline Pharmacy, is aggressively expanding its private label portfolio across skincare, cosmeceuticals, and aesthetics, mirroring the successful strategy of sister retailer Kmart's Anko brand. For overseas buyers and distributors, this signals growing demand for exclusive, high-margin own-brand products in the medical aesthetics and beauty supply chain.
Private label growth strategy
Wesfarmers Health managing director Emily Amos reported that private label sales across Priceline Pharmacy, MediAesthetics, and Atomica grew over 20% year-on-year. The division, established in March 2022 after acquiring Australian Pharmaceutical Industries, also includes Silk Laser Clinics and Clear Skincare. Private label is now a key strategic focus, enabling faster response to customer trends and exclusive product ranges.
Product expansion into aesthetics
Priceline already offers more than 1,000 private label products across skincare, cosmetics, and health items. The company plans to expand further into premium cosmeceuticals and high-performance aesthetics products, alongside everyday essentials like skincare, haircare, and personal care. New labels include hair care brand Fraim, described as "salon-grade products without the big price tag," and beauty accessories brand iLLi.
Sourcing context for buyers
For overseas suppliers and OEM partners, this expansion represents a significant opportunity to supply private label skincare, cosmeceuticals, and aesthetic consumables to a rapidly growing Australian retail network. Wesfarmers Health is investing in brand development, product sourcing, and merchandising capabilities, indicating a structured approach to building its own-brand ecosystem.
Regulatory and channel signals
Wesfarmers expects earnings from its health division investments in the coming years, with revenue up 8.4% and earnings rising 35.7% in the half-year. The company plans to open 24 new Priceline stores and complete 23 refurbishments this financial year. The growing popularity of weight-loss drugs has also boosted pharmacy script growth, further strengthening the health division's performance.
Source: Read the original report | Published: June 12, 2026