Luxury beauty shop ‘hidden’ inside nine Chemist Warehouse stores

Shoppers have uncovered a “secret” store that sells luxury brands at slashed prices hidden down an innocuous set of stairs in Sydney’s east.

Beauty lovers are raving about a “secret” new store that sells luxury products at cheaper prices.

Ultra Beauty has nine stores hidden inside Chemist Warehouse shops in Victoria, South Australia and most recently, New South Wales.

Unlike its sister store which sells bargain products, Ultra offers shoppers high end items from luxe brands including Diptyque, Olaplex, Gucci and Chanel.

The luxury venture that launched in 2018 with the opening at Paramount Centre on Melbourne’s Bourke Street. Since then five more stores have opened in VIC.

There’s also a single Ultra store in Torrensville, SA, and two in Sydney – the most recent of which opened in Edgecliffe on Thursday.

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Shoppers have discovered there are luxury beauty shops ‘hidden’ inside several Chemist Warehouse stores across the country. Picture: Instagram

Anthony Pecora, Ultra Beauty’s brand manager, said the “shop in shop” concept was created to give Australians the “opportunity to shop premium in an environment that makes them comfortable”.

“Whether you’re coming back from yoga, the beach or just popping into the supermarket, we are your destination for premium beauty, whenever and wherever you want to shop,” he told news.com.au.

“We like to bring Australians all of their favourite brands and products that fit a variety of budgets. We make every Australian feel special.”

The new Edgecliffe store has been described as a “hidden gem” – located down a set of easy to miss stairs at Eastpoint Food Fair.

The newest Ultra Beauty just opened in Sydney’s Edgecliffe. Picture: Supplied

It’s easy to miss, located down a set of innocuous stairs. Picture: Supplied

Anthony also revealed there are plans to roll out 20 more stores around the country in the next two years.

Despite having opened the first store before Covid, many Aussies are only just discovering the new store.

A recent TikTok video shared by Chemist Warehouse had a string of comments from people asking “what is Ultra?”

Ultra’s are ‘hidden’ inside nine Chemist Warehouse stores in Vic, SA and NSW. Picture: Supplied

It sells luxury brands for low prices, including popular hair care brand Olaplex. Picture: Instagram

On a separate video shared by a shopper at the Adelaide store in May sparked a similar reaction.

“I’m so confused,” one woman wrote.

“Wait wait WAIT. WHICH SHOP IS THIS?” another asked.

As one stated: “Wait, what am I looking at? Chemist Warehouse but Myer but huh?”

Some of the store’s bestsellers include the B5 serum from La Roche Posay, JSHealth Hair + Nail vitamins and Embryolisse Nourishing Hand Cream.