Kroger welcomes new magnificence merchandise companion and prospects will get pleasure from a ‘luxurious expertise at an reasonably priced value’
KROGER shoppers will see an expanded range of beauty products thanks to an exclusive new partnership with a premium brand.
Customers will have over 250 items to choose from – available for the first time in the US.
Kroger is bringing MCoBeauty products to its nationwide stores after signing an exclusive deal with the brand.
MCoBeauty is a big deal in its native Australia but has never been sold in the US until now.
It focuses on creating “luxe-for-less,” cruelty-free products that many fans consider to be dupes for more premium brands.
All products at Kroger will be priced under $30 and cater to the latest beauty trends.
Items customers can expect to see include:
- XtendLash Tubular Mascara
- Super Glow Bronzing Drops
- Flawless Glow Luminous Filter Foundation
- Lip Oil Hydrating Treatment
- Liquid Highlight & Glow Beauty Wand
“Our mission has always been to make high-quality beauty products accessible to all, and we’re excited to introduce our range to a new audience,” said MCoBeauty CEO and founder Shelley Sullivan.
“Kroger is the perfect point of entry for us into the US.”
“Similar retail environments have worked so well for MCoBeauty in Australia and New Zealand, providing a very loyal, and growing customer base for the brand, and I am confident we will see the same success with Kroger.”
MCoBeauty has become Australia’s fastest growing beauty brand since it was founded in 2016.
Customers can shop the MCoBeauty range at Kroger in-store or online for pickup and delivery.
Kroger is not the only store that recently took on a new line of self-care products.
THE ROCK AT TARGET
In March, Target became the exclusive US retailer of Papatui – a men’s care company founded by Dwayne Johnson.
“The Rock” announced his line of 12 wellness and grooming products at the big box store.
Each item, including the deodorant, body wash, and bar soap, is priced at less than $10.
“Together with industry experts, we committed to create products that work and deliver the quality and value that all hardworking men deserve,” said Johnson.
“Now all my men out there can trade up to high-end products without having to pay high-end prices.”
Papatui is available exclusively at every Target store in the US.
Meanwhile, other retailers are also taking on new products.
In February, Walmart added a bargain cosmetics brand to its beauty aisle.
And Ulta has partnered with Lush in an online exclusive.
