Kmart tackles surprising market as its shock new direction is announced for 2025: ‘It’s going to be huge’

They’ve taken on some seriously saturated markets this year – and now the Kmart team is tackling one of the most competitive yet: fake tan. 

Despite beauty being one of the toughest areas to crack for the budget store, Kmart has been working hard to polish its reputation and win back discerning beauty aficionados Australia-wide. 

Their journey started in 2023 when they made history by becoming the first Australian department store to launch its own-brand range of cruelty free beauty products.

All of Kmart’s cosmetic and personal care products across the Oxx and Anko brands were approved under the Cruelty Free International Leaping Bunny Programme – a globally recognised gold standard for cruelty free products. 

And now they are on a mission to become the go-to brand for tan, promising a salon-quality result with the new Glow Getter range (all $10) launching on February 24. 

The Instant Tanning Lotion, Tanning Mousse, and Gradual Face Mist have taken off on TikTok, with those lucky enough to try the range ahead of time raving about the results. 

One of them was Alex Hourigan of Two Broke Chicks, who insisted Kmart had ‘absolutely outdone themselves’. 

‘It does smell like fruits – like guava – and it looks really good,’ she said while testing it out for the first time.

‘My skin is glowing. Oh my gosh. Usually tans are so personal – the finish, the undertone, how dark and how light you want it – so it might not be your vibe and that’s fine but I am obsessed.’

Alex admitted the formula did take a while to dry and stayed ‘sticky’ on her skin for about 45 minutes after application.

‘I definitely could feel like I was wearing fake tan,’ she said. 

Speaking to FEMAIL, a Kmart spokesperson said they plan to lead the way with bang-for-your-buck buys in the beauty space this year. 

‘[Our] skincare and makeup lines are making waves in the beauty world and the latest beauty ranges are going viral on social media – and for good reason,’ she said.

‘Our customers are always on the hunt for accessible beauty products that deliver salon-quality results when used at-home. You can now maintain a year-round glow without having to splurge on a studio spray tan.’

The range has products to suit all skin tones and self-tanning experience levels, promising easy-to-use formulations that are buildable. 

‘The Gradual Face Mist and Shimmer Mist are key products within the range as they are simple to use, universal and offer a subtle natural looking radiance that’s perfect for everyday wear,’ the spokesperson continued. 

‘Regular self-tan users will also love the 2-in-1 Prep and Remove and Tan Remover Scrub to elevate at-home routines and ensure skin is prepped and primed.’

The Glow Getter range joins two other new beauty launches this month: Neon Skincare and Sun Daze.

Designed for the skincare enthusiasts who value functionality and affordability, Neon Skincare features active ingredients designed for various skin concerns like peptide serums, ceramide moisturisers and antioxidant face oil.

The Sun Daze collection has been crafted to offer a suite of trend-driven products that are versatile, easy to use and multi-duty like lip stains, primers and eyeshadow quads. 

‘The Jelly Lip & Cheek Tint is a standout in this range,’ the spokesperson said. 

‘It’s a buildable, long-lasting formula designed for effortless application and its twist-up design makes it easy to apply directly to lips and cheeks with fingers, brush, or sponge.

‘Ideal for on-the-go touch-ups or a dewy everyday look, its multi-duty function makes it a great makeup bag addition and comes in four colours – pink, coral, cherry and berry.’