Beauty Diary: New Epzen products launch in Coles to rave reviews
A new beauty product recently hit shelves across the country – with the supermarket giant revealing it’s quickly become a “bestseller”.
Australians are over “pretentious” beauty treatments and are instead continuing to turn to at-home options instead.
Do-it-yourself skincare and haircare boomed in 2020 because of the pandemic – but while lockdowns are *touches wood* now over, our spending habits haven’t gone back to their pre-Covid peak.
The rising cost of rent, groceries and living expenses has seen money-saving tactics increase, with consumers turning their backs on their once essential regular beauty treatments.
One area in particular that has seen a huge spike is the humble “home spa” industry, prompting sales of bath and shower products to grow by 5 per cent according to a recent report by consumer trend forecaster WGSN.
Australian brand Epzen has seen the direct result of this swing in pampering styles, stating its recently revamped bubble bath has been earning over $7000-a-week in sales since it hit Coles shelves last month.
Epzen, owned by wider wellness company Vitality Brands, said the brand’s bubble bath has proved so popular, it “sold out” at many Coles supermarkets the week it launched.
“We have achieved significant milestones with Epzen within only the first month of its relaunch,” Lucinda Sabo, Head of Marketing & Innovation at Vitality Brands Worldwide told news.com.au’sThe Beauty Diary.
“The Dream Bubble, natural bubble bath and also the Calm Body Wash has surpassed our, already high, expectations and is selling like hot cakes.
“Within 24hrs after Epzen’s official launch last week, the bubble bath and body wash sold out across several Coles supermarkets around the country.
“The Epzen brand is currently selling one product every minute. This is set to increase as bathing trends continue to surge.”
The $15 product – which is made using natural ingredients and is completely soap free – has been met with rave reviews from shoppers.
“Taking bath time to the next level,” one mum wrote alongside a photo of the chic-looking lilac bottle.
“This is very luxurious and leaves your skin soft and hydrated,” wrote another.
While one declared: “A natural bubble bath that actually bubbles.”
It’s well-known natural bubble baths often fail to foam because they don’t contain surfactants – an umbrella term for an array of different detergents – which create the white fluff associated with bathtimes.
However, after trying this one out, I can confirm: It bubbles.
Which is great news for anyone with sensitive skin who has been looking for a bubble bath that won’t irritate.
A spokesperson for Coles told The Beauty Diary the brand was exclusive across its stores and had been “very popular with customers” since it arrived in July.
“The bestseller is the Epzen Bathing Bubbles 500mL followed closely by the Calm Cleanse Hydrating Bodywash 750mL.”
Coles also sells the brand’s Awaken Cleanse Bodywash, $17, and a bag of Natural Magnesium Bath Flakes for $16.
The products all have a sweet citrus scent to them that’s nicely noticeable, but not overpowering.
But after being sent Epzen’s new range to try for myself, my favourite product is the “in-shower moisturiser”.
This currently isn’t available in Coles but sold on the brand’s website.
The $16 “shower balm” offers a solution for lazy people like me who can’t be bothered to moisturise their body and those who lack time as well.
As well as leaving limbs squeaky clean, it contains moisturising ingredients such as shea butter and grape seed oil to give thirsty skin a big ol’drink.
More Coverage
And I have to say – I bloody love it.
It has a thick consistency that feels super indulgent and my skin is buttery soft afterwards. The lilac packaging is also super chic – it honestly wouldn’t look out of place on your bathroom shelf beside super bougie products. Winning.
This column is not advertorial content. Every review is independent, honest and ad-free. If you have a question about a beauty product or an item you’d like to see road tested in The Beauty Diary, jump into our official Facebook group where you can join like-minded beauty junkies. You can also catch me on Instagram or tweet me – don’t forget to hashtag #TheBeautyDiary.