If you’ve ever found yourself wandering the aisles of Coles, searching for that next beauty must-have, you’re in luck—because one of Australia’s most beloved brands is officially landing on shelves nationwide.
This homegrown brand has been making waves online, selling a product every 30 seconds and growing a cult following.
Gem started its journey in 2020 with a simple mission: to make everyday essentials more beautiful, practical, and accessible.
What began as a natural toothpaste brand has now blossomed into an eight-figure business, offering a range of beauty and personal care products Australians can’t afford.
Founder Georgia Danos said the partnership with Coles is a dream come true.
‘Our mission has always been to bring beautified everyday essentials to all Australians, and we are grateful to work with Coles to bring this vision to life,’ she shared.
Starting 1 July, more than 800 Coles stores will be stocking Gem’s bestsellers and brand-new launches.
The line-up includes their much-loved Skin-Loving Deodorants, now available in fresh scents like Coconut Vanilla, Vanilla Macadamia, and the ever-popular Santal.
If you’re a fan of luxury fragrances, you might recognise Santal as a wallet-friendly ‘dupe’ for the iconic Le Labo Santal 33 perfume (which retails for a cool $382).
But that’s not all. Coles will also be the exclusive home to two new scents—Roasted Almond & Toffee and Watermelon Fresh—both tipped to become instant favourites.
And for those who prefer a classic application, Gem has finally answered years of customer requests with a Roll-On Deodorant ($5.50), available in three skin-loving scents and packed with hyaluronic acid, shea butter, and vitamin E for gentle, everyday use.
Gem isn’t stopping at deodorant. The brand is making its first foray into grooming with Skin-Loving Shaving Kits ($20), available in two colourways.
Each kit includes a razor infused with hyaluronic acid, vitamin E, aloe vera, two blade refills, and a handy holder.
Refill packs are available for $22, and the Skin-Loving Shaving Gels ($10) come in those signature Coconut Vanilla and Vanilla Macadamia scents, promising a luxurious shaving experience.
Danos is particularly proud of this new range, which she says is a direct response to the so-called ‘pink tax’—the extra cost women often pay for personal care products.
‘It frustrated me that we, as women, should have to pay for something just because it looks cute, yet are expected to compromise on the efficacy of that product,’ she explained.
‘With this range, we wanted ALL the frills, no extra dollar bills. And you can expect a hardworking, “men’s-grade” premium shave that prioritises your skin health and feeling with every use.’
Look at social media if you’re wondering how big the hype is. Videos of early finds have racked up thousands of views, with users raving about the scents and snapping up products before they sell out.
One social media content creator, Maya Andrejev, confessed she had ‘no idea’ the body mist existed but now plans to wear it daily.
Another, Eleni Karambinas, saw the roll-ons on social media and made a beeline for Coles.
Comments like ‘I need to go ASAP’ and ‘already going to be my fave’ are flooding in, and Gem has struck a chord with Australian shoppers.
The excitement even caught the brand off guard. Danos was overseas when her team called to say the products were selling out before the official announcement, prompting them to bring the launch forward by two weeks.
Credit: @eleni.karambinas/Tiktok
‘It’s a great problem to have when the product you haven’t even announced on your own channels is selling out in multiple stores nationwide! A real pinch me moment, and we are so grateful for the response,’ she said.
If you want to upgrade your daily routine with products that feel a little more special (without breaking the bank), Gem’s new range at Coles is well worth a look.
Whether you’re looking for a new deodorant, a luxurious body mist, or a shaving kit that cares for your skin, there’s something for everyone.
With products flying off the shelves, you might want to get in quick—these cult favourites are already selling out in some stores.
Have you tried Gem’s products yet? Are you excited to see more Australian brands making waves in the beauty aisle? Share your thoughts, reviews, and shopping tips in the comments below—we’d love to hear from you!
Also read: Fan-favourite grocery item returns to Coles after vanishing for months
