Australia's fastest-growing bodycare brand Ciroa is coming to UK
TheIndustry.beauty can reveal that Ciroa, the bodycare brand selling one product every 12 seconds, is officially launching in the UK on 20 August, marking the latest step in its rapid global expansion.
Founded in 2021 by mother-daughter duo Alex and Sophie Liddy, Ciroa first made waves in the US, where TikTok-fuelled "Ciroa hauls" helped the brand go viral before it had even launched in its home market. In 2023, Ciroa officially debuted in Australia, selling over 2.6 million products within its first year, with its Raspberry & Vanilla scent alone selling out seven times.
Sophie Liddy told TheIndustry.beauty: "Every scent in our Fruits range has sold out at least once. This incredible consumer demand gave us the confidence to expand internationally much sooner than planned.
"The UK felt like the natural next step. With its creative energy and similarities to Australia, we see it as the perfect environment for our next chapter."
The UK launch on 20 August will see Ciroa available direct-to-consumer at ciroabeauty.co.uk, with two core collections: the fruity, uplifting Fruits range and the nostalgic Sweet Treats collection. Prices start at £7.95 for a 500ml shower gel, with shimmer body oils priced at £14.95. All products are enriched with skincare ingredients, including shea butter, glycerin, coconut oil and manuka honey.
Ciroa has appointed Glorious Brands as the exclusive distributor for the UK retailer rollout.
"We set out to create bodycare that ticks all the boxes: formulations that do good for the skin, fragrances that uplift the mood, packaging you’ll love to display or gift, sensorial experiences that make you feel good, and indulgent quality at an accessible price point," Sophie Liddy explained. "We’re part of the wider ‘skinification of bodycare’ movement - treating body skin with the same care as the face."
Ciroa also carries a purpose-driven mission. The brand partners with Australian mental health charity Flourish, and in the UK, it has partnered with Furnishing Futures to support women and children escaping domestic abuse, providing products and financial donations to help furnish their new homes.
To celebrate its UK debut, Ciroa is running a social competition offering a holiday to Bondi Beach, along with influencer experiences and mass sampling activations in key locations across the country. The prize package, worth £2,500, includes return flights, five nights’ accommodation and £100 worth of Ciroa products - designed as a full immersion into the brand’s sunny, self-care-first ethos.
But the giveaway is only the beginning. "Alongside this, we are planning UK-based influencer experiences and mass sampling activations in some of the UK’s most iconic locations to bring our ‘scentalicious’ world to life," Sophie revealed. That means Londoners can expect moments of surprise-and-delight this summer, as Ciroa takes over high-footfall destinations to get its Raspberry & Vanilla, Mango & Coconut and other scents directly into the hands of consumers.
Looking beyond the UK, the brand is preparing to launch in Germany with DM this year, while further expansions across Europe, Asia, Latin America and the Middle East are planned for 2026. With manufacturing now scaled across Australia, Europe, and Asia, Ciroa is well-positioned to continue its meteoric global growth.
"Launching in the UK is such a proud milestone for us," Sophie concluded. "Every product reflects our passion for bodycare, design, and creating moments of joy in the everyday. We want the everyday woman to feel empowered to care for herself - without compromise."
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