International fast-fashion retailer Primark, which boasts 445 stores globally, has been spreading across the US, bringing its trendy and affordable apparel and home goods to more American shoppers. Now, the Dublin, Ireland-based company is sharing its viral beauty products stateside as well.

Primark’s US stores will stock PS…by Primark, its range of cosmetic, skincare and hair care products that start at just $2.50 per item.

The PS… line is a viral success in Europe, where it has been part of the company’s offerings for 15 years.

“Primark has built a cult following in Europe and has become a one-stop shop for customers who need a destination for fashion, home and beauty. In line with the Primark approach, our health and beauty offer is about delivering the latest beauty trends or products to the customer at the right time that deliver amazing quality and elevated product formulations and that reflect the very best value in the market place,” Kelly-Ann Carroll, head of buying for health and beauty, told Happi.

“PS… by Primark’s legacy in Europe is for delivering viral products at affordable prices and Primark fandom have as we call them ‘run don’t walk’ moments—flocking to our stores to find our latest beauty drops which have gone viral on Tik Tok,” she added.

Viral Beauty

Take for example, the brand’s Prep and Perfect Vitamin Enriched Moisture Barrier Primer, which contains vitamins E and C and niacinamide.

“At $5.50, we sell six every 60 seconds globally and the reason this product has become a fan favorite is the skin-loving ingredients…,” said Carroll.

PS… Vitamin Lip Oil ($3.50) attracts shoppers, too; Primark says four are sold every 60 seconds globally. It is formulated with vitamin E, jojoba oil and hyaluronic acid.

Primark’s TikTok viral Pro Instant Bronzing Drops ($5) have been viewed 23 million times and counting, according to the company. Housed in a dropper bottle for easy application, the drops are formulated with hyaluronic acid and marula oil to help impart hydration and moisture.

PS… Tropical Body Mists recently launched in European stores—and sold out within the first week, asserted Carroll, who leads the brand in identifying future and emerging trends or product opportunities, partnerships in health and beauty, as well as working with teams across buying, merchandising, design and quality assurance.

Primark’s Growth

Primark employs around 80,000 people globally. Its first store opened in 1969 in Dublin (trading as Penneys). It expanded into the UK in 1974, Spain in 2006, The Netherlands in 2008 and Portugal, Germany and Belgium the following year. Since then, its European expansion has continued.

Primark’s first US first store bowed in Boston in 2015. It most recent shop opened in Charlotte, NC in November.

Primark plans to have 60 stores open in the US by 2026.

“The power of PS…by Primark is it gives customers the power and autonomy of self-expression,” noted Carroll. “Our product offer is so affordable for customers, they can achieve the latest beauty trends at the right time with formulations that are skin-loving and deliver credible results for them, that are Leaping Bunny cruelty free accredited and with much of the product offer also Vegan Society accredited.”

Leaping Bunny and Vegan Society stamps fall in line with the eco initiatives undertaken by Primark.

Primark joined the Ethical Trading Initiative (ETI) in 2006 and launched its Primark Sustainable Cotton Program in 2013.

The company’s success in the competitive fashion space comes from its affordability and ability to be on trend—such as its recent collaborations with British singer-songwriter, television actress and style icon Rita Ora.

“We are constantly looking at what is trending in the marketplace and what our Primania fandom would want,” Carroll concluded.

Primark tapped makeup artist Jenna Kristina as its new US beauty ambassador.