Beauty Diary: Popular $16 Coles item you can’t find anywhere

Shoppers are going wild for a $16 product you can only buy at Coles, with the affordable item regularly stripped from supermarket shelves.

Shoppers are going nuts over a $16 product you can only buy at the supermarket, with the affordable haircare item regularly stripped from supermarket shelves.

People Haircare, created by Melbourne marketing guru Katherine Ruiz, is only sold at Coles and offers a range of different solutions that cater to various needs.

After initially launching in 2022 with four shampoos and conditioners, People has recently begun expanding its offering – all of which is priced at $16 – and now includes several treatments such as a heat protectant, volumising foam and a texturising spray.

But it's the brand’s “slick styler”, a wax product designed to control flyaways and frizz, that has sent shoppers into a spin, Ms Ruiz told news.com.au’s The Beauty Diary.

“The Slick Styler launched into Coles end of September 2024 and was the first time People Haircare launched into the styling category,” she explained.

“Currently it is sold out in multiple Coles stores and we are working hard to have it restocked.

“We never anticipated how quickly this product would sell as it was the first time we launched into the styling category but we are shifting over 2000 units a week which is a slick styler every 4 mins, making it our largest launch to date.”

People Haircare, created by Melbourne marketing guru Katherine Ruiz, is only sold at Coles. Picture: Supplied

Coles told The Beauty Diary that Since launching in September, demand for the Slick Stick continues to grow each week.

“We introduced the People Slick Styler to the range priced at just $16 in September, and it has become a hit with customers seeking easy-to-use products to achieve the on trend slick back hairstyle,” the supermarket’s spokesperson said.

“The People Haircare range, available exclusively at Coles, helps customers achieve salon-quality results at home.”

Photos showing the shelves completely cleared of the in-demand item prove just how popular it is, with Ms Ruiz stating the trend for slicked back hair has played a part in its success.

“It was really important when formulating and designing this that it was a product that filled a gap,” she shared.

“Not only from price point but formulation. I found others on the market made my hair sticky, or left a residue.

“We also tested various packaging options and experimented with multiple formulation versions to get it right and we are so happy with the outcome.”

While everything on the shelf is fully stocked, the $16 ‘Slick Styler’ is completely ‘sold out’. Picture: news.com.au

Good luck finding it. Picture: news.com.au

Shoppers have also been leaving rave reviews of the supermarket item – sold at 860 stores nationwide – stating it “does the job” nicely.

“Love this product, works really well to tame all the flyaways and little new hairs,” one wrote, adding it is also “super easy to use and smells nice”.

“Have been using this to death, it makes me look far more put together than I actually am,” another commented.

As one enthused: “I absolutely LOVE the Slick Styler! Honestly, I go through it so quickly because it’s the only hair product that truly does its job. The way it makes my hair feel is unmatched, there’s nothing like it. It’s become my holy grail product, and I can’t imagine using anything else.”

“I’ve looked everywhere for the Slick Styler, but it’s like gold-dust. Will keep trying to hunt it down.”

People has recently begun expanding its offering – all of which is priced at $16 – and now includes several treatments such as a heat protectant, volumising foam and a texturising spray.

Ms Ruiz, who has managed to keep People products priced at $16 since it launched despite a cost of living crisis, said she was “overwhelmed with the response”.

“I wanted to create something that was easy to carry on the go which is why the Slick Styler is in a slim line format,” she told The Beauty Diary.

“The product and size of it was key to ensuring people could carry it with them wherever they are going as well as making the application more intuitive.”

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Originally published as Beauty Diary: Popular $16 Coles item you can’t find anywhere