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Inside Chemist Warehouse’s surprising new luxury brand, Ultra Beauty

Across Australia a new set of beauty destinations have silently started popping up, bringing premium products to customers in a place they likely didn’t expect. Far from the glamour of a high-end shopping mall, Chemist Warehouse’s new brand Ultra Beauty is quietly extending the discount pharmacy’s hold on pharmaceuticals, health and beauty into the glitzy end of the spectrum. In doing so, the business is aiming itself at a much more general consumer that its beauty industry rivals: preferr