If you’ve spent any amount of time in the Australian beauty aisle, you’ve definitely crossed paths with Napoleon Perdis. Maybe it was the Auto Pilot primer that your mum kept on her bathroom shelf, or a lipstick you spotted while queuing at the Priceline register and couldn’t walk away from. For a lot of us, Napoleon Perdis was the first time prestige makeup felt genuinely within reach — not drugstore, not “I need to save up for three weeks”, just that sweet spot in between.
The brand has been a fixture in Australian beauty for over 30 years, and honestly, its story is way more interesting than you’d expect. There’s a Greek immigrant family, a Cher lookalike competition, a Beverly Hills flagship store, and a voluntary administration that sent loyal fans into full-scale primer panic-buying mode. If that doesn’t have you intrigued, I don’t know what will.
Let’s get into it.
From Leichhardt to a Makeup Empire
The Napoleon Perdis story starts in 1992, when makeup artist Napoleon Perdis opened a small studio in Leichhardt, an inner-western suburb of Sydney. Born to Greek immigrant parents who arrived in Australia in the 1950s, Napoleon has spoken about watching his mother transform herself with makeup before going out, which is honestly one of the most relatable origin stories a makeup artist could have. (My mum had a similar effect on me, for what it’s worth.)
The real turning point came in 1993, when Napoleon won a makeup competition at a beauty expo for creating a Cher lookalike look. An iconic choice, truly. The prize was a trip to Los Angeles, which he took with his wife Soula-Marie and his brother Emanuel. The three came back with a plan to build something bigger.
In 1995, Napoleon opened the first Napoleon Perdis store in Paddington, funded by a $30,000 loan from his father. Soula-Marie stepped in as chief financial officer, Emanuel as managing director, and what started as a genuine family business grew faster than anyone could have predicted.
The Growth Years
By 2011, Napoleon Perdis had expanded to 65 stores across Australia and New Zealand, with products available in 4,500 locations across the country. The brand’s philosophy, “Education is Everything,” drove Napoleon to establish the Napoleon Perdis Makeup Academy in 1993, which has since trained thousands of makeup artists across Australia.
The brand also pushed well beyond Australian shores. In 2006, Napoleon Perdis opened a flagship store in Beverly Hills and secured shelf space at some of the most prestigious department stores in the United States, including Bergdorf Goodman, Neiman Marcus, and Nordstrom. Reality TV appearances and celebrity endorsements followed. For a while there, Napoleon Perdis was genuinely competing on the world stage.
The Voluntary Administration That Shocked Everyone
In 2015, the brand made the call to pull out of the United States entirely. Napoleon cited that the American retail landscape had become dominated by equity groups rather than independent creative retailers, and that continuing to operate there was costing millions of dollars annually. A significant retreat, but not the end.
The real shock came in January 2019, when Napoleon Perdis entered voluntary administration with 56 stores across Australia and debts of more than $22 million. The response from loyal customers was immediate. People rushed out to buy cult products — the Auto Pilot primer especially — as soon as the news broke. Think of it as the makeup equivalent of people buying out their favourite character’s merch the moment a Marvel franchise confirms they’re cutting that character. It was chaos. Loving, devoted, primer-hoarding chaos.
In April 2019, KUBA Investments, led by cross-border retail investor Livia Wang and former Witchery executive Henry Lee, purchased the brand. Napoleon Perdis himself severed ties with the company in June 2019. The brand has continued trading under its new owners ever since.
Where Napoleon Perdis Stands Today
Napoleon Perdis is still very much alive and trading. The brand currently operates 25 standalone stores across Australia alongside 250 independent stockists, plus in-store and mobile makeup services. It’s a leaner operation than its peak years, but it’s held onto its loyal customer base and its place in the Australian beauty conversation — which, for a brand that nearly went under, is no small thing.
The Cult Products Worth Knowing About
Napoleon Perdis has produced a handful of products that have earned genuine cult status in Australia. Here’s a rundown of the standouts, with verified Australian pricing.
Auto Pilot Pre-Foundation Skin Primer
This is the one that started the panic buying. The Auto Pilot Pre-Foundation Skin Primer has been a bestseller for over 15 years, which in the fast-moving world of beauty is practically unheard of. It’s formulated with chamomile extract, yarrow extract, and vitamin E to smooth skin texture, boost hydration, and keep your makeup in place through the day.
The Auto Pilot range has since expanded to include multiple variants: the Calming Skin Primer (great for redness, and genuinely excellent if your skin does that reactive thing that mine does), the Brightening Skin Primer, and the Matte and Pore Minimiser Primer. The entire Auto Pilot collection is confirmed vegan and cruelty-free.
Price: Auto Pilot Pre-Foundation Skin Primer retails for $69 AUD (50ml) directly from napoleonperdis.com.
Advanced Mineral Makeup SPF15
A lightweight liquid foundation that pairs skincare benefits with makeup coverage. The formula uses minerals and light-diffusing elements to create a semi-matte finish, camouflage imperfections, and minimise the appearance of fine lines. It includes SPF15 and is free from parabens, fragrances, talc, dyes, and oils, which makes it a solid option if you have sensitive or reactive skin.
Price: $79 AUD (30ml) from napoleonperdis.com.
Camera Finish Powder Foundation
A long-time favourite among makeup artists and everyday users, the Camera Finish Powder Foundation is a 3-in-1 product that conceals, mattifies, and sets makeup in one step. It comes in a sleek gold compact with a built-in mirror (incredibly useful for touch-ups on a packed train, not that I know anything about that), and delivers sheer-to-medium buildable coverage. The formula also contains Vitamins C and E for some antioxidant action.
Price: $79 AUD (13.5g) from napoleonperdis.com.
Mattetastic Lipstick
Matte lipsticks have a reputation for being drying and uncomfortable, but the Mattetastic range has built its following on doing matte differently. The formula is infused with sodium hyaluronate and vitamin E to keep lips hydrated, with bold pigment and a velvety finish that doesn’t crease, dry out, or peel after a few hours. Each shade is named after a Hollywood icon of the golden era — think Rita, Ava, Marlene, Grace. Very on-brand.
Price: Check napoleonperdis.com for current pricing, as the range is subject to promotional pricing.
Where to Buy Napoleon Perdis in Australia
Napoleon Perdis products are widely available, which has always been part of what makes the brand so accessible for a prestige label.
- Online: Directly from napoleonperdis.com
- Department stores: David Jones (the brand returned to a partnership with them in 2020)
- Beauty retailers: Adore Beauty, RY, and Activeskin
- Pharmacies: Terry White Chemmart and over 250 independent stockists around the country
- Standalone stores: 25 Napoleon Perdis concept stores across Australia
You can use the Napoleon Perdis store locator to find your nearest stockist.
Your Questions Answered
Who owns Napoleon Perdis now?
Napoleon Perdis is owned by KUBA Investments, headed by Livia Wang and Henry Lee, who acquired the brand in April 2019. Napoleon Perdis himself departed the company in June 2019.
Is Napoleon Perdis cruelty-free?
Napoleon Perdis states that its products are not tested on animals, and the brand does not condone or support animal testing for cosmetics. The brand also states that while products are sold in China, they do not undergo pre- or post-market animal testing, due to regulations that apply to products sold via e-commerce platforms and shipped through customs-controlled warehouses.
That said, Napoleon Perdis is not currently certified cruelty-free by third-party organisations like PETA, Leaping Bunny, or Choose Cruelty Free. If certification matters to your purchasing decisions, it’s worth factoring that in.
Is Napoleon Perdis Australian-owned?
The brand was founded by Napoleon Perdis and his family but is now owned by KUBA Investments. Both Livia Wang and Henry Lee have Australian business connections (Lee is a former Witchery executive), and the brand remains headquartered in Australia.
Is Napoleon Perdis made in Australia?
Napoleon Perdis describes its products as “locally designed” and “designed by makeup artists with formulas made from powerful Australian botanicals.” However, specific manufacturing locations are not publicly disclosed, which is standard practice across the cosmetics industry.
Is Napoleon Perdis vegan?
Many Napoleon Perdis products are vegan-friendly, but not the entire range. The brand’s website describes its lineup as “mostly vegan,” and the full Auto Pilot Primer collection is confirmed vegan. For specific products, it’s best to check individual product pages on napoleonperdis.com or contact the brand directly.
Does Napoleon Perdis have SPF?
Yes. The Advanced Mineral Makeup SPF15 foundation includes broad-spectrum sun protection, and the Pout Protect Broad Spectrum SPF50 Lip Balm offers sun protection for lips.
What makes Napoleon Perdis different from other makeup brands?
A few things stand out: its Australian heritage, its strong focus on makeup education through the Napoleon Perdis Makeup Academy, and its long-standing commitment to formulating products specifically for Australian skin and climate conditions. The brand’s roots in professional makeup artistry are deep, and many products were developed with real-world wearability in mind rather than just looking good in a campaign.
The Verdict
Napoleon Perdis is one of those brands that has genuinely earned its place in Australian beauty history. The story behind it — a Greek-Australian family business that started with a Cher lookalike competition, grew to a Beverly Hills flagship, nearly collapsed under $22 million in debt, and came back — is as compelling as the products themselves.
Whether you’re a long-time devotee of the Auto Pilot primer or you’re discovering the brand for the first time, there’s a lot here to like. The products are professional-quality, the price points are reasonable for a prestige label, and the range is widely available around the country. For a brand that has been through as much as this one has, it’s genuinely great to see it still going strong.
