Our History 



The Heat History

Heat is a great example of Australian entrepreneurism at its best. The company started in 2000 with five employees working out of a coffee shop and has grown into a well resourced company distributing and developing some of the world’s leading cosmetic brands.


- Heat won the Australian distribution rights for Proctor & Gamble (P&G) owned brands Max Factor and COVERGIRL


- Heat purchased the pharmacy exclusive cosmetic brand ulta3.


- Heat was awarded the distribution rights in Australia for the beautiful chic French brand Bourjois.


- Heat extended its portfolio beyond cosmetics to personal care and secured the distribution rights for the world renowned top model agency Elite’s licensed range of hair, nail and beauty accessories.


- Heat won the distribution rights to Europe’s popular cosmetics brand essence.
- The Heat team celebrated 10 years in business.


- Heat proudly introduced new shareholders, a move to ensure that the business is well placed for future opportunities.


- Heat created and launched new cosmetics brand MUD, exclusive to Woolworths which quickly became #2 in volume.
- Heat extended its brand portfolio with the acquisition of Billie Goat Soap, Australia’s original goats milk soap company.
- Heat signed an agreement with Warner Bros. Consumer Products to develop a wide range of personal care products.
- Growth led Heat to move to new premises with a larger warehouse facility.


- Heat began exporting Billie Goat Soap outside of Australia to China.
- Graeme Howard, the most highly regarded Cosmetic Industry Executive in the region, joins Heat's board of directors. Graeme held a variety of roles during his 40 year career, including GM Revlon Malaysia and Singapore, President Revlon KK Japan, Managing Director Revlon South Africa and Israel and Managing Director Australia and New Zealand.
(updated Sept 2017: Graeme Howard resigns as a director but remains as a shareholder).


- Heat brand ulta3 launched first ever cosmetics vending machine in Australia.
- Heat acquired leading pharmacy eyewear brand OZK.O.
- Heat brand Billie Goat Soap begins exporting to Russia.
- Heat brand ulta3 begins exporting to Kuwait.


Heat develops own-brand The Beauty Exchange and launches in the Australian market.


- Heat acquires Australian distribution powerhouse, Doward International.


- Heat gains distribution rights to Australian cosmeceutical brand, Skin Physics.
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