The viral beauty band flying off the shelves at Woolies and Coles: SOMA

When you initially think of signature scent, your mind more often than not drifts to asking what perfume someone is wearing the moment they step into a room.

But what if I told you that a good signature scent begins long before you spray your daily spritz?

Sell-out personal care brand, SOMA, is going viral for stand-out body washes that can be perfectly layered to create a blended aroma that is uniquely you.

The Australian founded personal care brand has quickly build a cult following online for prestige-level fragrance s and elevated formulas at accessible price points — and it’s selling out in Woolies and Coles

Developed by former MECCA executives, Camille Peressini and Georgie Gilbert, SOMA brings designer-led packaging straight to the supermarket shelves that we all know and love, and it only costs $18 for a shower gel.

According to product information, while the brand only launched 12 months ago, it has already developed a cult following and sells one body wash every minute.

Reflecting the shift toward everyday beauty and indulgence at a lower price point, SOMA is giving Aussies what they have been so clearly craving for years.

“We saw consumers increasingly questioning why everyday body care needed to sit at luxury price points to feel beautiful,” co-founder Georgie Gilbert tells 7You.

“There was a clear opportunity to bring the same attention to fragrance, formulation and design into a product people could pick up in their weekly shop.”

From the outset, SOMA was designed to challenge expectations of what supermarket beauty could look and feel like.

Drawing inspiration from prestigious perfumes with luxury price tags and using elevated packaging to hook their audience, the low price tag is just an added bonus.

Many consumers compare the brand to “top-shelf” beauty products — but it is a fraction of the price.

Building a loyal customer base within their first year through significant social media traction , co-founder Camille Peressini believes the response to their formulas reflects a deeper shift in consumer behavior.

“Consumers are becoming far more intentional with their spending,” said Peressini.