Beauty Diary: Influencer sells out $5 Chemist Warehouse product
A Sydney influencer caused a mad rush for a budget Chemist Warehouse item after revealing it was the secret to her “flawless” skin.
Chemist Warehouse has sold out of a bargain product after an Australian influencer revealed it was the secret to her “flawless” skin.
Sydney lawyer turned beauty guru Roj Torabi caused a frenzy for the W7 Oh So Sensitive Concealer which retails at the popular chemist for just $4.99.
Roj – who is best known as @theroject on social media – explained she’d purchased the bargain product on a whim when it was on sale and didn’t have high hopes.
But after discovering it “doesn’t crease” and “sinks into the skin”, she decided to share her surprising discovery with followers – causing thousands to rush to snap it up.
“I do a weekly shop at CW, because I always try to find new things that I could speak about,” she told news.com.au’s The Beauty Diary.
“It’s so hard to find something ‘new’ that I’ve never tried before. I tried this one thinking there’s no chance it would be good and it turned out amazing.”
In her viral TikTok video, Roj revealed she’d been wearing the concealer since 6.30am, wearing it for more than 17 hours before she filmed the clip.
“I haven’t touched it up,” she said, showing viewers her face close up.
“I was convinced that this was going to be sh*t but it turned out to be so good.
“It doesn’t crease, it’s thin, it sinks into the skin. Obsessed.”
The beauty influencer, who co-hosts a podcast called Swipe Up with former MAFS star Martha Kalifatidis, said she’d been considering “gatekeeping” the impressive product but instead shared her “hot tip” with her thousands of followers.
“Today I went and bought more, so now I am happy to tell everyone about it because I just couldn’t bear the idea it was going to sell out and I was never going to be able to find it again,” she continued.
“It’s a game-changer.”
Roj’s worst fears have been confirmed by Chemist Warehouse, with a spokesperson telling The Beauty Diary stores across the country were stripped bare of stock.
“We initially sold out we rushed to restock to ensure this affordable and top-notch product was affordable for our customers,” Demmie Vasilevski, the brand’s category buyer, said.
“Even since this, we’ve sold an additional 2000+ units.
“Customers were even calling our stores and chasing the stock.”
While many stores have since replenished shelves, Chemist Warehouse said it “expects to sell out again” very soon.
“So, if you can find it, my suggestion is to grab it while you can,” Demmie added.
The W7 Oh So Sensitive range is a British brand that was first introduced into Chemist Warehouse stores at the beginning of the year.
The range includes a foundation, concealer and a mascara and are all hypo-allergenic which is suitable for those with sensitive skin.
“Sometimes we see the ‘better for you’ option in cosmetics to lack in performance, but as Roj said in her TikTok, this concealer requires NO TOUCH UP’s,” Demmie explained.
“It’s thin, creamy and currently is only $4.99. It’s a no-brainer.”
Social media users have been equally as impressed, with many flooding Roj’s video with comments.
“W7 cosmetics is the bomb,” one person wrote.
“Me sprinting to chemist warehouse tomorrow, thank youuuuu,” another said.
As another exclaimed: “Love u sm [so much] running to buy.”
Others recommended their own W7 products, with many claiming the bronzer is a “dupe” for Benefit’s Hoola. Some also said the brand’s lip balm was “as good as” the cult lip mask from Laneige.
“I bought the concealer today!!! I have the blackest under eye and this is amazing!!! Thank you,” one added.
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“Girl I bought it today and it’s literally the best shade match I’ve ever had. Tysm,” another declared.
Some did call out the lack of shade availability, with Roj adding she hoped the brand would “extend” its offering soon.
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