Wesfarmers has begun experimenting with a new-look retailer in the hope of capitalising on the booming demand for beauty and skincare products that has fuelled the rapid growth of Mecca and MCoBeauty.

The Perth-headquartered conglomerate behind stationery chain Officeworks, hardware giant Bunnings and discount department stores Kmart and Target quietly rebranded a Priceline outlet in Sydney’s north-west as Atomica in December and intends to open four more by June 30.