Luxury Australian skincare brand Rationale is opening a new Brisbane flagship store in Fortitude Valley this month.

The brand will move from its current Valley home at Emporium to a larger, light-filled space on James Street. The new site spans 151 square metres, with four treatment rooms (two more than the Ann Street location) and access to the full suite of Rationale’s services (including skincare and facial treatments, consultations and skin reviews).

It’s the latest move in Rationale’s expansion into retail – a few years ago the brand was primarily available in dermatology offices, but now it’s sold directly to customers in its own flagship stores, as well as in dozens of medical and skincare clinics, and online.

The company, which was founded in 1992 by cosmetic chemist Richard Parker, creates products that combine a scientific approach to skincare with Australian botanicals. The Essential Six – six daily-use products, including serums, a moisturiser and a cleanser, designed to work as a unified system – garnered legions of fans along the company’s 26-year journey, including Sydney blogger Nadia Fairfax, La Porte founder Hayley Bonham and Australian celebrity make-up artist Filomena Natoli.

In mid-August the brand introduced the Essential Six Collections – an expansion of the original six product line-up – broadening the range and the ability to personalise clients' skincare regimen.

“Rationale perpetually evolves in response to our profound understanding of human skin and what it requires to restore and reanimate its inherent brilliance and beauty,” Parker said in a press release. “As we deepen our research discipline, creating innovative new formulations to emergent and unique skin needs – we instinctively knew it was time to expand the original Essential Six formulations into the Essential Six Collections.”

The new collections, says Parker, are named after the “six pillars of lifelong skin vivacity and luminosity” — resilience, vitality, brilliance, integrity, clarity and renewal.

Rationale’s Brisbane Flagship will open at Suite 4, 50 James Street, Fortitude Valley on September 24. For bookings, email or call 07 3252 7077.