MCoBeauty has spent years being known – and occasionally side-eyed – for making products that are remarkably close to the beauty industry’s biggest hits.
So when the brand announced its new All Dayer Long Lasting Makeup Setting Spray, most people assumed it would be another clever dupe. It’s not – it’s the real thing.
MCoBeauty’s CEO Michelle Kluz says it’s proof of the brand’s bigger mission to make prestige beauty accessible to everyone.
Same bottle, same formula, new price
The brand’s new All Dayer setting spray is the exact original formula behind Urban Decay’s cult-favourite All Nighter – made by the same manufacturer, Skindinavia, that developed it in the first place.
MCoBeauty has now become Skindinavia’s exclusive retail partner. Urban Decay is no longer stocking the formula, meaning you can only buy it from MCoBeauty.
“There’s actually no change to the bottle or the formula or the size, it’s just a new name, a new distribution channel and a new price,” Michelle tells Woman’s Day.
The spray will retail at around 40 per cent cheaper than Urban Decay’s version, something Michelle says comes down to MCoBeauty’s sheer scale rather than cutting any corners.
“We have thousands more points of distribution than most prestige buyers, so even though our margin structure may be a little bit worse than what Urban Decay had, we make it up on volume,” she explains.
Priced at $34 AUD for 120ml, compared to $68 AUD for 120ml of Urban Decay All Nighter, the product features the same patented cooling technology, 24 hour hold and fine mist application that helped make the original formula a global beauty staple.
Why accessibility is the whole point
For Michelle, it’s personal. She traces her love of beauty back to childhood, earning a dollar for cleaning the bathrooms at home and cycling to the chemist each week to buy a new lipstick.
“I recall the joy and the confidence and the experimentation and the artistry and the fun of it [makeup], and I love that that’s the spirit of MCo,” she says.
Michelle says quality gaps between mass-produced and prestige beauty products have largely disappeared, with the price difference now coming down to the retail experience rather than the product itself.
It’s a philosophy that shapes every decision at the brand – including turning down any potential future offers to stock with prestige retailers like Mecca. “That’s just not where we want to play,” she says, noting the affordability and accessibility is the real goal.
The “dirty secret” behind the dupe debate
While this particular product isn’t a dupe, Michelle addressed the broader criticism MCoBeauty sometimes faces over its other dupes – and explained how the industry really works behind the scenes.
She says contract manufacturing has consolidated over the past 15 years, meaning many brands don’t actually own the formulas behind their own products.
“If you haven’t developed that formula yourself, you don’t have the rights to it, you don’t have the IP ownership, you don’t have the patents, so it makes it pretty much fair game for anybody,” Michelle explains.
She acknowledges MCoBeauty goes a step further by also mirroring packaging in some cases, something possible because most brands haven’t trademarked their designs.
“I get why some people might not love it, but I think for me it’s a signal to what it is that we’re trying to do,” she says. “We’re actually going to the exact same trade shows, working with a lot of the same contract manufacturers.”
Where to shop
MCoBeauty All Dayer Long Lasting Makeup Setting Spray launches on 20 August, available nationwide exclusively at Chemist Warehouse, before expanding to Woolworths, BIG W and online at mcobeauty.com.au in November 2026.
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