Primark’s TikTok-viral Beauty Brand Is Coming to the U.S.

James Manso
2-min read

Amid its U.S. expansion plans, Primark is adding another key category to its offering in the market.

The Dublin-based retailer is going deep with the launch of PS… by Primark, its in-house beauty brand that sells skin care, makeup and bath products at affordable prices, mostly between $2 and $10.

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“We have 24 stores in the U.S. and we’re hoping to get to 60 stores [by 2026],” said Kelly-Ann Carroll, Primark’s head of buying for beauty and health. “We have some iconic products we want to introduce to the U.S. consumer.”

Primark currently operates 24 stores in the U.S. and is aiming at upping the door count to 60 by 2026.

The expansion comes as PS… by Primark brand gains steam online. “We’re seeing a lot of commonality between what we sell, what has become viral in Europe and what is happening with the U.S.,” Carroll said. “Given the positivity in the conversation around our products in Europe, it feels like the right time to bring them to the U.S. consumer.”

Among the hero products are the PS…Pro Instant Bronzing Drops, which have garnered more than 24 million views on TikTok and sell 10 units every minute, per the brand. On the skin care front, the Ps…Vitamin Enriched Moisturizing Primer sells six units every minute.

“In terms of our hero product lines, we’re not seeing anything that wouldn’t feel right in the U.S. market or reflect the trends happening there,” Carroll said. “We are very much about listening to the consumers in different markets.”

Beauty is a significant piece of the Primark business. “We are the second-most talked about product category from Primark — a close second to women’s fashion,” Carroll said. “From a business perspective, we’re focused on freedom and creativity for our customer and being on the pulse. PS… by Primark is that last final little touch, and it’s about cementing that top-to-toe approach for our customers.”

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