Aldi Introduces Lacura to U.S.

Aldi began shipping this month its European Lacura private-label skin care line to approximately 1,000 stores in 29 states.

BATAVIA, Ill. — Aldi began shipping this month its European Lacura private-label skin care line to approximately 1,000 stores in 29 states.

Lacura was introduced in the United Kingdom under the brand name Siana, but has been rebranded as Lacura. Lacura products are currently sold in other countries under the brands Biocura and Ombia, according to an Aldi spokesman.

The premium line, created by German skin care specialists, consists of 16 SKUs of facial toners and cleansers; facial creams; eye creams and gels; lip balm; and facial masks and peeling gels. Retails range from $1.99 for a three-pack of lip care to $4.99 for a 1.7-ounce jar of facial cream. Aldi says Lacura beats competitors on price with products retailing as much as 95% lower than big-name brands.

"Our Lacura skin care formulas have won wide acclaim in Europe, so we're thrilled to be bringing them to U.S. consumers," said Joan Kavanaugh, Aldi's vice president of corporate purchasing in a statement. “We use the same hard-working ingredients you’ll find behind more expensive labels.”

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