‘Secret’ stairs hiding luxury Chemist Warehouse store

Shoppers have uncovered a “secret” store that sells luxury brands at slashed prices hidden down an innocuous set of stairs in Sydney’s east.

Beauty lovers are raving about a “secret” new store that sells luxury products at cheaper prices.

Ultra Beauty has nine stores that are hidden in Chemist Warehouse shops located in Victoria, South Australia, and most recently New South Wales.

Ultra sells luxury items from high-end brands like Gucci, Olaplex, Gucci, and Diptyque. This is in contrast to its sister store that sells bargain products.

The luxury venture that launched in 2018 with the opening at Paramount Centre on Melbourne’s Bourke Street. Five additional stores have opened in VIC since then.

There’s also a single Ultra store in Torrensville, SA, and two in Sydney – the most recent of which opened in Edgecliffe on Thursday.

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Anthony Pecora, Ultra Beauty’s brand manager, said the “shop in shop” concept was created to give Australians the “opportunity to shop premium in an environment that makes them comfortable”.

“Whether you’re coming back from yoga, the beach or just popping into the supermarket, we are your destination for premium beauty, whenever and wherever you want to shop,” he told

“We like to bring Australians all of their favourite brands and products that fit a variety of budgets. We make every Australian feel special.”

The new Edgecliffe store has been described as a “hidden gem” – located down a set of easy to miss stairs at Eastpoint Food Fair.

Anthony also stated that plans are in place to open 20 more stores across the country within the next two-years.

Many Australians are still discovering the new store, despite the fact that it was the first store to open before Covid.

A recent TikTok video shared by Chemist Warehouse had a string of comments from people asking “what is Ultra?”

A separate video, which was shared by a shopper in the Adelaide store in May, elicited a similar reaction.

“I’m so confused,” one woman wrote.

“Wait wait WAIT. WHICH SHOP IS THIS?” another asked.

As one stated: “Wait, what am I looking at? Chemist Warehouse but Myer but huh?”

Some of the store’s bestsellers include the B5 serum from La Roche Posay, JSHealth Hair + Nail vitamins and Embryolisse Nourishing Hand Cream.

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