When it comes to Australian beauty brands that have truly made their mark, Napoleon Perdis stands as a testament to homegrown talent, innovation, and resilience. From its humble beginnings in Sydney’s inner west to becoming one of Australia’s most recognisable prestige makeup brands, Napoleon Perdis has a story worth telling.
The Origins: A Greek-Australian Success Story
The Napoleon Perdis journey began in 1992 when makeup artist Napoleon Perdis opened a small makeup studio in Leichhardt, a Sydney suburb. Born to Greek immigrant parents who arrived in Australia in the 1950s, Napoleon’s fascination with beauty began early. His first real memory of beauty was watching his mother get ready, observing her transformation with makeup before events.
The turning point came after Napoleon won a makeup competition at a beauty expo in 1993 for creating a “Cher lookalike” look, which earned him a trip to Los Angeles. It was during this trip that Napoleon, along with his wife Soula-Marie and brother Emanuel, decided to build a proper business around their passion for beauty.
In 1995, Napoleon opened the first Napoleon Perdis store in Paddington with a $30,000 loan from his father. What started as a family operation, with Soula-Marie as chief financial officer and Emanuel as managing director, quickly expanded beyond anyone’s expectations.
Growth and Global Expansion
By 2011, the brand had exploded to 65 stores across Australia and New Zealand, selling cosmetics from 4,500 locations. The brand’s philosophy of “Education is Everything” resonated with customers, and Napoleon established The Napoleon Perdis Makeup Academy in 1993, which has since provided makeup education by professional trainers.
The brand’s success wasn’t confined to Australia. In 2006, Napoleon Perdis expanded to the United States with a flagship store in Beverly Hills, and products were stocked in prestigious department stores including Bergdorf Goodman, Neiman Marcus, and Nordstrom. The brand even secured exclusive partnerships with major Australian retailers, appearing on reality television and gaining celebrity endorsements along the way.
The Fall and Rise Again
However, the retail landscape proved challenging. In 2015, the company completely pulled out of the United States, with Napoleon citing that the retail scene was being driven by equity groups rather than creative retailers, and operating there was costing millions of dollars a year.
In late January 2019, Napoleon Perdis entered voluntary administration, with 56 stores across Australia at the time. The brand owed more than $22 million to creditors, and the future looked uncertain. Yet the brand’s loyal customer base showed their devotion through panic buying of cult products like the Auto Pilot primer when news of the administration broke.
In April 2019, KUBA Investments, run by cross-border retail investor Livia Wang and her business partner Henry Lee (a former Witchery executive), purchased Napoleon Perdis. Napoleon Perdis severed ties with Napoleon Perdis Cosmetics in June 2019, but the brand continued under new ownership.
Today, Napoleon Perdis remains in business and is actively trading, with 25 stores and 250 independent stockists across Australia, including in-store and mobile makeup services.
The Cult Products Everyone Loves
Napoleon Perdis has created several products that have achieved cult status in the Australian beauty community. Here are the standouts:
Auto Pilot Pre-Foundation Skin Primer
This is arguably the brand’s most iconic product. The brand sells one primer every 90 seconds, and it’s been a bestseller for over 15 years. Infused with chamomile extract, yarrow extract, and vitamin E, the primer strengthens and smooths the skin, boosts hydration levels, and ensures makeup lasts throughout the day.
The Auto Pilot collection has expanded to include multiple variants, including the Calming Skin Primer (perfect for redness), the Brightening Skin Primer (for dull, tired skin), and the Matte & Pore Minimiser Primer.
Advanced Mineral Makeup SPF15
This lightweight liquid foundation combines skincare with makeup. It harnesses minerals and light-diffusing elements to create a seamless, semi-matte finish that camouflages imperfections and minimises the appearance of fine lines. The formula includes SPF15 protection and is free from parabens, fragrances, talc, dyes, and oils.
Camera Finish Powder Foundation
A long-time favourite amongst makeup artists and everyday users alike, this powder foundation offers buildable coverage with a natural finish that photographs beautifully.
Mattetastic Lipstick
These comfortable matte lipsticks have become staples in many Australian makeup bags, offering rich pigmentation and all-day wear without the drying effect often associated with matte formulas.
Where to Buy Napoleon Perdis
Napoleon Perdis products are widely available throughout Australia:
- Online: Purchase directly from the Napoleon Perdis website
- Department Stores: David Jones (returned to partnership in 2020)
- Beauty Retailers: Adore Beauty, RY, Activeskin
- Pharmacies: Terry White Chemmart and over 250 independent stockists
- Standalone Stores: 25 Napoleon Perdis concept stores across Australia
You can find your nearest stockist on the Napoleon Perdis store locator.
Frequently Asked Questions
Who owns Napoleon Perdis?
Napoleon Perdis is owned by KUBA Investments, a company headed by cross-border retail investor Livia Wang and her business partner Henry Lee, who acquired the brand in April 2019. Napoleon Perdis himself severed ties with the company in June 2019, though his creative legacy continues to influence the brand.
Is Napoleon Perdis cruelty-free?
According to the brand’s official FAQ, Napoleon Perdis products are not tested on animals, and they do not condone or support animal testing for cosmetic purposes, nor do they employ anyone to test on their behalf. The brand clarifies that while products are sold in China, they do not undergo any pre- or post-market animal testing due to lenient regulations on products sold through e-commerce platforms and shipped via customs-controlled warehouses.
However, it’s important to note that Napoleon Perdis is not cruelty-free certified by organisations like PETA, Leaping Bunny, or Choose Cruelty Free, which has led to some debate in the cruelty-free community about the brand’s status.
Is Napoleon Perdis Australian-owned?
While Napoleon Perdis was originally founded and owned by Australian makeup artist Napoleon Perdis and his family, the brand is currently owned by KUBA Investments. The ownership structure includes investors Livia Wang and Henry Lee, who have Australian business connections (Lee is a former Witchery executive). The brand remains headquartered in Australia and continues to position itself as Australia’s leading prestige makeup brand.
Is Napoleon Perdis made in Australia?
The brand identifies as Australian and is designed for Australian conditions, with formulations created to withstand the country’s diverse climate. The brand states that products are “designed by makeup artists with formulas made from powerful Australian botanicals” and are “locally designed”. However, specific manufacturing locations for all products are not publicly disclosed, as is common in the cosmetics industry, where manufacturing may occur across multiple facilities globally.
Is Napoleon Perdis organic?
Napoleon Perdis is not certified organic. However, the brand incorporates natural and botanical ingredients in many formulations, including ingredients like chamomile flower extract, aloe vera, vitamin E, kangaroo paw extract, and various plant oils. The brand focuses on combining natural ingredients with scientific innovation rather than adhering to organic certification standards.
Is Napoleon Perdis vegan?
Many Napoleon Perdis products are vegan-friendly and crafted without animal-derived ingredients, though not the entire range is vegan. Some products contain ingredients such as beeswa,x used for its emollient properties. The brand’s website often describes products as “mostly vegan,” and the entire Auto Pilot Primer collection is confirmed to be vegan. For specific products, it’s best to contact the brand directly or check individual product pages for ingredient listings.
What is Napoleon Perdis known for?
Napoleon Perdis is particularly known for its primers, especially the iconic Auto Pilot Pre-Foundation Skin Primer. The brand is also recognised for its educational approach to beauty, having trained thousands of makeup artists through its academy, and for creating products designed specifically for Australian skin and climate conditions.
Does Napoleon Perdis have SPF in its products?
Yes, several Napoleon Perdis products contain SPF protection. The Advanced Mineral Makeup foundation offers SPF15, and the brand’s Pout Protect Broad Spectrum SPF 50 Lip Balm provides sun protection for lips.
What makes Napoleon Perdis different from other makeup brands?
Napoleon Perdis differentiates itself through its Australian heritage, focus on makeup education, and products formulated specifically for Australian conditions. The brand’s philosophy centres on embracing individuality and celebrating personal expression, with products designed to enhance rather than mask natural features. Additionally, the brand emphasises its makeup artistry roots, with many products developed by professional makeup artists for real-world wearability.
The Bottom Line
Napoleon Perdis represents more than just another makeup brand. It’s a story of Australian entrepreneurship, family business, resilience through adversity, and the enduring appeal of quality beauty products. While the brand has evolved through ownership changes and market challenges, it continues to hold a special place in the hearts of Australian beauty lovers.
Whether you’re a longtime fan of the Auto Pilot primer or discovering the brand for the first time, Napoleon Perdis offers professional-quality makeup that celebrates individual beauty. With its extensive range of products, accessible price points for a prestige brand, and widespread availability across Australia, it remains a staple in many makeup bags.
From its humble beginnings in Leichhardt to its current position as one of Australia’s most recognisable beauty brands, Napoleon Perdis proves that with passion, innovation, and quality products, Australian beauty brands can compete on the world stage.
