British skincare brand Bulldog has forged ahead with its international expansion plans by launching five products in Australia.

The natural skincare brand for men – also sold in the US, Sweden, Norway, Germany, Austria and Japan – this month rolled out its moisturiser, facewash, aftershave balm, face scrub and shave gel into 165 Big W stores.

“We’re delighted to be letting Bulldog off the leash down under and anticipate adding more Australian retail partners later this year,” said company co-founder Simon Duffy.

The Australian launch was part of a strategy to expand further by the end of 2012, he added. “I anticipate launching in New Zealand later this year.”

As in the UK, there were very few natural skincare options overseas for men, said Duffy, who founded the business with Rhodri Ferrier in 2006.

“With our developing export business we’re finding the brand selections for male skincare are very similar in all the countries we visit – everywhere there are traditionally female skincare brands offering ‘for-men’ variants.

“Our combination of masculine branding and our natural ingredients and formulations can be just as powerful and disruptive overseas.”

The brand’s products are not tested on animals and do not contain parabens, sodium laureth sulfate, artificial colours or synthetic fragrances.

Bulldog first exported to Sweden – now its biggest export market – and the country’s demand for innovation encouraged Duffy to launch Eye Roll-On there before its UK rollout in February.

“We would consider launching products in Sweden in future,” said Duffy, adding that the product had done well in the UK and was predicted to hit £150,000 in sales this year.