Kroger’s Natural Beauty Line Shows Fast Growth

CINNCINATI — Kroger Co. is reportedly expanding its Mirra natural beauty line launched late last year. The line was formulated to satisfy three different needs — daily routine and personal care, renew, and inspire.

CINCINNATI — Kroger Co. [2] is reportedly expanding its Mirra natural beauty line launched late last year.

Kroger is said to support the line with national inserts and coupons this fall, according to reports. Kroger could not be reached for further comment.

The line was formulated to satisfy three different needs — daily routine and personal care, renew, and inspire. The Mirra beauty line, which first comprised about 30-40 SKUs of shampoos and conditioners, body care and facial skin care as well as makeup brushes, is now just shy of 100 items. Plans are to add anti-wrinkle products with retinol-A and further build the line next summer, according to media reports.

Kroger says Mirra is turning in double-digit sales increases. The retailer continues to promote the line on its website [3] with $5 off the purchase of any two products.