A new name in beauty has Australian shoppers excited, but a closer look at the brand reveals a surprisingly familiar detail.
Priceline’s non-pharmacy stores are undergoing a stunning rebrand, transforming into Atomica – a chic new beauty destination that combines affordability with luxury.
The first Atomica store opened in Castle Towers at the end of November 2024 and is already drawing comparisons to cult beauty giants such as Mecca and Sephora.
With more stores opening soon, beauty lovers are obsessed with Atomica’s unique approach to pricing.
Whether you’re a beauty veteran or just starting your journey, Atomica is proof that affordable beauty doesn’t have to compromise on quality or experience.
The Castle Towers location offers curated sections of products priced at ‘under $10’, ‘under $20’, ‘under $30’ and ‘under $40’.
Shoppers can get their hands on coveted brands like Elf, Nyx, Milani and Revolution without breaking the bank.
“I love this so much,” said one shopper online, while another added: “It gives a Mecca and Sephora vibe but with cheaper brands, which I think is great, especially for the young girls.”
Priceline’s non-pharmacy stores undergo a stunning rebrand, transforming into Atomica – a chic new beauty destination that combines affordability with luxury
With brands such as Innisfree, The Ordinary, Clinique, La Roche-Posay, CeraVe and Coco & Eve, Atomica is suitable for everyone from the skincare novice to the seasoned beauty enthusiast
The first Atomica store opened in Castle Towers at the end of November 2024 and is already drawing comparisons to cult beauty giants such as Mecca and Sephora
The store isn’t just about affordability; there is much more on offer.
Shoppers can benefit from dedicated ‘Glow Advisors’, whose role is to assist customers with tailored beauty advice and in-store services using a high-tech skin scanner that analyzes hydration, fine lines, pores and oil balance.
With brands such as Innisfree, The Ordinary, Clinique, La Roche-Posay, CeraVe and Coco & Eve, Atomica is suitable for everyone, from the skincare novice to the seasoned beauty enthusiast.
Make-up artist Tanika Jaun raved about the transformation: ‘This make-up wall is breathtaking. I think Atomica is fantastic. This is such an upgrade on the classic Priceline look.”
For those with a penchant for high-end beauty, Atomica does not disappoint.
The fragrance section includes luxury names like Armani, Who is Elijah, BOSS, Yves Saint Laurent, Ralph Lauren and more.
But it’s the seamless mix of high and low in the store that excites shoppers.
‘I think [the stores] looks a lot nicer now, especially with a Mecca AND a Sephora upstairs at Castle Towers,” said one commenter. “I haven’t shopped at Priceline for makeup and skin care since high school, but I will now.”
Priceline fans can still use their Priceline loyalty cards at Atomica stores, meaning all those points you’ve been saving can go towards your next beauty splurge
Shoppers can benefit from dedicated ‘Glow Advisors’, whose role is to assist customers with tailored beauty advice and in-store services using a high-tech skin scanner that analyzes hydration, fine lines, pores and oil balance
Priceline fans can still use their Priceline loyalty cards at Atomica stores, which means all those points you’ve been saving can go toward your next beauty splurge.
With its sleek new look and carefully curated offering, Atomica is poised to become the beauty destination of choice for Australians.
Many shoppers are already calling for expansion.
“I want you to open more locations – especially in South Australia,” one fan urged.
Another added: “This will be our most convenient Sephora.”