Australian Shoppers Flock to Coles for $12.50 Body Wash Dubbed 'Dupe' of Luxury Fragrance
Affordable SOMA body wash, particularly its Amber & Jasmine scent, is rapidly selling out as consumers seek high-end experiences at supermarket prices.
Shoppers across Australia are rapidly clearing shelves at Coles for SOMA's $12.50 body wash, a product gaining significant attention for its similarity to a luxury perfume costing nearly $500. The Amber & Jasmine scent, in particular, has been described by consumers as a "dupe" for Maison Francis Kurkdjian's Baccarat Rouge 540, a cult French fragrance.
SOMA's body washes, which retail for $18 but are currently on sale for $12.50, have seen unprecedented demand since their launch at Coles. The brand's best-selling Amber & Jasmine fragrance sold out within seven days of hitting shelves nationwide.
"I'm so obsessed with the brand. When it first came out, I lowkey gatekept it because it was so good," one shopper commented. "So I went to Coles yesterday and smelled Amber & Jasmine for the first time and my mind was blown! To me, it smells like Baccarat Rouge 540."
The brand also offers Tuberose & Iris, Almond & Vanille, and Bergamot & Yuzu scents for its body wash, along with hand washes in Amber & Jasmine and Almond & Vanille.
SOMA, founded by former MECCA executives Camille Peressini and Georgie Gilbert, aims to bridge the gap between mass-market body care and high-end products. The company reported selling over 300,000 units in its first year and has expanded its retail presence to over 2,000 Woolworths and Big W stores, in addition to Coles.
"We saw consumers increasingly questioning why everyday body care needed to sit at luxury price points to feel beautiful," said co-founder Georgie Gilbert. "There was a clear opportunity to bring the same attention to fragrance, formulation and design into a product people could pick up in their weekly shop."
Camille Peressini added that consumers are becoming more intentional with their purchases, seeking products that feel luxurious but are accessible. "SOMA exists to bridge that gap, bringing a sense of luxury where you least expect it."
The brand's rollout at Coles is expected to reach over 840 stores across Australia in the coming weeks.
