New Zealand natural skincare brand BEETL has expanded into 205 Priceline and Priceline Pharmacy stores nationwide, increasing its accessibility to Australian families seeking solutions for sensitive and eczema-prone skin.
Founded in 2022 by Kirsty Coates, BEETL was inspired by a personal experience when a botanical cream, originally developed by her mother, helped treat her newborn daughter’s severe eczema. The formulation, built on decades of herbal knowledge, became the foundation of the brand.
Image Source: @beetlskincare via Instagram
The Priceline rollout introduces BEETL’s core product range, including its Baby Cream and Baby Balm, alongside newer additions The Everything Oil and The Everything Wash. The two latest products, launched in March, recorded strong initial demand, with most stock sold within 48 hours.
BEETL has reported rapid growth since launch, with an average annual increase of 200 per cent and a significant sales uplift in 2025. The brand now operates as a multi six-figure business and reports a repeat purchase rate of 45 per cent.
The expansion into Priceline marks a step forward in BEETL’s retail strategy, growing its footprint from five stores in 2022 to more than 350 locations across Australia and New Zealand in 2026. Existing retail partners include The Memo, Baby Bunting and Farmers NZ.
"We’re excited to stand out on shelf in Priceline Pharmacy stores nationwide, offering a premium, aesthetically considered brand that delivers on its promise of gentle, effective skincare for all skin types, particularly sensitive ones,” said Tessa Black, co-owner and General Manager of BEETL in a media release.
“Priceline Pharmacy is such a trusted destination for Australian families, so being part of that network and having BEETL on shelf feels like a meaningful endorsement of what we’re building," said Coates.