Bureau of Everything (BoE) has been appointed as the agency of record for Australia’s fastest-growing beauty brand, MCoBeauty, as it prepares for global expansion. BoE is responsible for brand strategy, design, and brand platform, with work already in progress.
MCoBeauty’s range of luxe-for-less beauty products has disrupted the beauty market in Australia and New Zealand, making high-end beauty accessible through retailers like Woolworths, Big W, and Chemist Warehouse. In fact, MCoBeauty is the most-searched term on woolworths.com.au and bigw.com.au.
With a recent launch in the USA and plans for further international expansion, MCoBeauty sought trusted partners who could capture its disruptive spirit and success while translating it into a globally impactful brand.
Kaitlin Rady, General Manager of MCoBeauty, said: “Bureau of Everything brings a powerful combination of strategic thought leadership and exceptional creativity. The work we’ve accomplished together so far is both exciting and energizing, positioning MCoBeauty to take the next bold step in our journey—from being the fastest-growing cosmetics brand in Australia and New Zealand to becoming a legitimate global force in beauty. Together, we’re disrupting the exclusivity of luxe beauty.”
BoE Strategy Founder Em Taylor added: “When we started Bureau, this was exactly the type of client we had in mind. It’s an epic brand on a phenomenal trajectory with an incredible team at MCoBeauty. We operate as a genuine extension of their team, and it’s a pleasure to capture the magic of the brand and build on it for future growth.”
Creative Founder Cam Blackley noted: “I’ve had a crash course in beauty. I’m now much better equipped to manage the shine on my t-zone and achieve a natural glowy look.”
Bureau of Everything, the creative office founded by Cam Blackley and Emily Taylor, launched in May 2024. Their model is designed with a strategy/creative directorship at its core to enable impactful problem-solving. The office operates with a super-senior, lean, and flexible structure, blending brand and digital expertise while uniting business and brand thinkers. This approach allows them to tailor their services based on each client’s needs, providing bespoke solutions.
Blackley and Taylor bring over 40 years of collective experience to the Bureau, along with a portfolio of prestigious awards, including dozens of Effies, a D&AD Black Pencil, and a Titanium Cannes Lion. During their tenure at M&C Saatchi, they won two Gold Effies, the LA Short Film Festival award for Tourism Australia’s G’day movie, and recognition for the most-watched TED Talk in 2021 for Minderoo’s Thrive By 5. Since launching Bureau, they have named and launched an e-bike called Flight Risk, rebranded Fone King, repositioned and rebranded tech company Pharmx, developed pitch-winning ideas for global airline and dairy brands, and sparked national conversation by reframing the King’s visit as the Monarchy Farewell Oz Tour.
