Ex-Catch Duo Team Up to Shakeup the Beauty Game

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By Published On: April 16, 20240 Comments

Introducing On Trend Beauty. Dynamic duo Kalman Polak and Sarah Frazer have come together to create your new go-to ecommerce beauty destination.

On Trend Beauty is the newest online beauty destination for all things trending, with a huge range of in demand and hard-to-find brands and products at a great price. 

Dynamic duo Sarah Frazer and Kalman Polak have joined forces to launch this exciting new ecommerce venture, and with a combined 20+ years of experience in online retail, the pair know exactly how to succeed. 

Kalman Polak is the former Merchandising and Marketplace Executive for Catch, founder of, and most recently the CEO of MySale Group. 

Sarah Frazer boasts an equally impressive track record having worked in a series of pharmaceutical buying and management roles before becoming the Category Manager for Beauty at Catch, which under her management reached over $30 million. 

These former co-workers are bringing together their big brand discounting and marketplace management experience to present On Trend Beauty. 

‘ is our response to consumer demand for the best big brand products for less,’ explains co-owner Kalman Polak. ‘We know customers are paying too much at the checkout both online and in-store, and we know we can make a big impact on the beauty category.’

With a combined 20+ years in online retail, they have watched the changing landscape of online sales with interest. And while it’s become harder for new players to make their mark, the team has the benefit of experience to back them up in a tough category.

‘We’re highly attuned to the opportunities in the beauty category,” says Kalman. “We know it’s about being on-point with everything from the brands, to the price point to the customer service. But most importantly, you have to excite the customer every day’

‘We’re confident On Trend Beauty offers something really special to the Australian beauty consumer. We are experienced online retailers with a record of delivering great value and a passion for shaking things up.’

Sarah Frazer will be taking on the Director role at the business. ‘I’ve been working exclusively in the beauty category for over 15 years,’ says Sarah. ‘And I’m excited to be bringing that knowledge to On Trend Beauty, where knowing the latest products – and where to find them – is the aim of the game.’

‘We know that big markups on makeup and skin care are standard in Australia. We want to show our customers that On Trend Beauty is going to turn that on its head.’

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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