Photography: Dominic Loneragan



Merv Hughes has put his money where his mouth is, or his mo’ in this case!

To launch the Priceline Pharmacy ‘Misterhood for the Sisterhood’ fundraiser in Sydney recently, the former cricket star and one of Australia’s blokiest men, turned his famous moustache pink to kick off a national drive to raise $1 million for the Priceline Sisterhood Foundation this June.

Merv is the first ever ‘Mister’ to join the Priceline Sisterhood Foundation which is proudly supported by Priceline Sisters, Ita Buttrose, Ada Nicodemou, Samantha Harris and Ellyse Perry.
To raise funds for the Foundation, which supports five charities that help women and their families, Merv is ditching his usual attire and will be sporting a Beauty Advisor uniform as he visits Priceline Pharmacy stores to complete challenges around the country to help drive donations.
Merv said, “I’ve partnered with Priceline Pharmacy as I believe it’s important for blokes to get on board and support this cause because these charities help women and their families. I have a wife, mother and daughter so I’m passionate about making sure there are support structures that help families and communities. I want to raise some serious cash and awareness for these charities.”
Priceline Pharmacy CEO Richard Vincent said, “At Priceline Pharmacy we are incredibly proud of the work we do to support the Priceline Sisterhood Foundation. This June all our stores will be participating and organising their own fundraising initiatives and events.”
“We are so excited that an Aussie icon like Merv has joined us as the first male ambassador for the Priceline Sisterhood Foundation. Having Merv serve customers in a Beauty Advisor uniform will certainly grab people’s attention! There will also be local Misters in our stores doing similar challenges to drive donations. We want people to step out of their comfort zones to give back to charities that are important to all of us.”
Until 7 July, customers can get involved by heading into their local Priceline Pharmacy to purchase a $2 scratchie for a one in five chance of winning a prize, with all contributions going to the Priceline Sisterhood Foundation. There will also be exciting fundraising events happening in all stores during the month.
Charity partners of the Foundation include: Look Good Feel Better, Children First Foundation, Perinatal Anxiety & Depression Australia (PANDA), Dementia Australia and Raise Foundation.

For more information on the campaign, the schedule of Merv’s store visits or to make a donation online visit:


About the Priceline Sisterhood Foundation charity partners:

The Children First Foundation was established in 1999 to transform the lives of children by giving hope, exceptional care and pathways to a brighter future. Their work includes providing seriously injured or unwell children from developing countries with the opportunity to have lifesaving/changing surgery. Statistic: Children First Foundation has helped 350 disadvantaged children from 32 countries to receive life changing surgery in Australia.

Dementia Australia manages a wide range of innovative national programs which provide information, support, counselling, training and education to people with dementia, their families and carers as well as to professionals working in the dementia field. They also provide national policy and advocacy for Australians living with dementia.

Look Good… Feel Better (LGFB) is a free community service program dedicated to helping Australians living with cancer cope with the side effects of chemotherapy. By addressing hair loss and skin changes through the use of skin care, make-up, hats, turbans and wigs, they help to restore patients’ appearance and selfimage.

Perinatal Anxiety and Depression Australia (PANDA) is committed to a community where post and antenatal mood disorders are recognised and the impact on women and their families is minimised through acknowledgement, support and education.

The Raise Foundation is creating thriving communities across Australia by empowering young people to become resilient, capable and connected. They provide youth mentoring programs and personal development workshops for vulnerable young Australians facing profound challenges in their lives. This includes mental health issues, teen pregnancy/young parent families, sexual health issues or challenging home environments.


Priceline Pharmacy is Australia’s leading beauty and health store for women. Priceline Pharmacy’s first store opened in 1982 at Highpoint Shopping Centre, Victoria, and today there are 465 Priceline and Priceline Pharmacy stores nationally. Priceline’s Sister Club has over 7.2 million members, making it Australia’s largest health and beauty loyalty program. Priceline Pharmacy also supports charity partners through the Priceline Sisterhood Foundation – an initiative developed to support women and their families. Charity partners of the foundation are: Children First Foundation, Dementia Australia, Look Good Feel Better, Perinatal Anxiety & Depression Australia (PANDA) and Raise Foundation. Priceline Pharmacy is a sponsor of the Adelaide Thunderbirds, the Western Bulldogs AFLW and the Sydney Sixers Women’s team.