MCoBeauty taps Bureau of Everything for global expansion
Indie creative shop Bureau of Everything has expanded its remit with beauty brand MCoBeauty, named as the agency of record to support its global expansion, Mumbrella can reveal.
The agency has been tasked with brand strategy, design, and a new brand platform which is already underway.
Having recently launched in the US, finalising plans to launch in other markets soon, and disrupting the Australian and New Zealand beauty market, MCoBeauty brings access to high-end beauty at an affordable price point.
The brand is among the most-searched terms on Woolworths’ and Big W’s websites, demonstrating its fast growth.
“Bureau of Everything bring a powerful combination of strategic thought leadership and exceptional creativity,” Kaitlin Rady, general manager of MCoBeauty, told Mumbrella.
“The work we’ve accomplished together so far is both exciting and energising, positioning MCoBeauty to take the next bold step in our journey – from being the fastest-growing cosmetics brand in Australia and New Zealand to becoming a legitimate global force in beauty.”
She said together, MCoBeauty and the Bureau are disrupting the exclusivity of luxe beauty.
Em Taylor, strategy founder of the creative shop, said when she and creative founder Cam Blackley started the Bureau, this was exactly the type of client they had in mind.
“It’s an epic brand on a phenomenal trajectory and an awesome team working on it at MCoBeauty,” she told Mumbrella.
“We are operating like a genuine extension of their team and it’s such a pleasure to be capturing the magic in that brand and building on it for future growth.”
Blackley added: “…And I’ve had a crash course in beauty. I‘m now much better equipped to manage the shine on my t-zone and get it down to a natural glowy look.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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