A new name in beauty has Australian shoppers excited, but a closer look at the brand reveals a surprising and familiar detail.
Priceline’s non-pharmaceutical stores are undergoing an impressive rebrand, transforming into Atomica, a sleek new beauty destination that combines affordability with luxury.
The first Atomica store opened in Castle Towers at the end of November 2024 and is already drawing comparisons to cult beauty giants such as Mecca and Sephora.
With more stores opening soon, beauty lovers are obsessed with Atomica’s unique approach to pricing.
Whether you’re a beauty veteran or just starting your journey, Atomica is proof that affordable beauty doesn’t have to compromise on quality or experience.
The Castle Towers location offers select sections of products priced “under $10,” “under $20,” “under $30,” and “under $40.”
Shoppers can purchase coveted brands like Elf, Nyx, Milani and Revolution without breaking the bank.
“I love this,” said one online shopper, while another added, “it gives Mecca and Sephora vibes but with cheaper brands, which I think is great, especially for young girls.”
Priceline’s non-pharmaceutical stores are undergoing an impressive rebrand, transforming into Atomica, a sleek new beauty destination that combines affordability with luxury.

With brands like Innisfree, The Ordinary, Clinique, La Roche-Posay, CeraVe and Coco & Eve, Atomica caters to everyone from skincare beginners to seasoned beauty enthusiasts.

The first Atomica store opened in Castle Towers at the end of November 2024 and is already drawing comparisons to cult beauty giants such as Mecca and Sephora.
The store isn’t just about affordability – there’s so much more on offer.
Shoppers can take advantage of dedicated ‘Glow Advisors’, whose role is to assist customers with personalized beauty advice and in-store services using a high-tech skin scanner that analyzes hydration, fine lines, pores and balance of fat.
With brands like Innisfree, The Ordinary, Clinique, La Roche-Posay, CeraVe and Coco & Eve, Atomica caters to everyone from skincare beginners to seasoned beauty enthusiasts.
Makeup artist Tanika Jaun praised the transformation: ‘This wall of makeup is stunning. I think Atomica is fantastic. This is a big improvement over the classic Priceline look.
For those who like high-end beauty, Atomica does not disappoint.
The fragrance section features luxury names such as Armani, Who is Elijah, BOSS, Yves Saint Laurent, Ralph Lauren and more.
But it’s the store’s perfect mix of highs and lows that excites shoppers.
“I think (the stores) look a lot better now, especially with a Mecca AND a Sephora upstairs in Castle Towers,” said one commenter. “I haven’t bought makeup or skin care on Priceline since high school, but I will now.”

Priceline fans can still use their Priceline loyalty cards at Atomica stores, meaning all those points you’ve been saving can go toward your next beauty haul.

Shoppers can take advantage of dedicated ‘Glow Advisors’, whose role is to assist customers with personalized beauty advice and in-store services using a high-tech skin scanner that analyzes hydration, fine lines, pores and balance of fat.
Priceline fans can still use their Priceline loyalty cards at Atomica stores, meaning all those points you’ve been saving can go toward your next beauty haul.
With its sleek new look and carefully curated offerings, Atomica is set to become the go-to beauty destination for Australians.
Many buyers are already asking for an expansion.
“I need you to open more locations especially in South Australia,” one fan urged.
Another added: “This will be our most convenient Sephora.”