Bureau of Everything (BoE) has been appointed as agency of record for Australia’s fastest growing beauty brand, MCoBeauty, as it sets up for global expansion. Bureau is charged with brand strategy, design and brand platform with work already well underway.

The brand and range of luxe for less beauty products have already disrupted the beauty category in Australia and New Zealand, bringing everyone access to high end beauty via their local Woolies, Big W or Chemist Warehouse. In fact, it is the most-searched term on woolworths.com.au and bigw.com.au.

MCo recently launched in the US and with other markets on the horizon the MCoBeauty team was looking for trusted partners who could capture the spirit of the brand and its success to date, then translate it into a brand that will make an impact globally.

Kaitlin Rady, general manager of MCoBeauty stated, “Bureau of Everything bring a powerful combination of strategic thought leadership and exceptional creativity. The work we’ve accomplished together so far is both exciting and energising, positioning MCoBeauty to take the next bold step in our journey—from being the fastest-growing cosmetics brand in Australia and New Zealand to becoming a legitimate global force in beauty. Together, we’redisrupting the exclusivity of luxe beauty.”

BoE strategy founder, Em Taylor, added, “When we started Bureau, this was exactly the type of client we had in mind. It’s an epic brand on a phenomenal trajectory and an awesome team working on it at MCoBeauty. We are operating like a genuine extension of its team and it’s such a pleasure to be capturing the magic in that brand and building on it for future growth.”

BoE creative founder, Cam Blackley, added, “And I’ve had a crash course in Beauty. I‘m now much better equipped to manage the shine on my t-zone and get it down to a natural glowy look.”

Bureau of Everything launched in May 2024 with a model designed with a strategy-creative directorship as the core for more impactful problem solving.

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