Pure Beauty

Budget beauty: How own-brand lines are swooping up shoppers

By Jo Allen | Published: 12-Jan-2023

Beauty shoppers are switching to own-brand to save money – and retailers are ready for them with a host of new launches

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This article was originally published in the Budget Beauty Trend Report. Receive your copy here

Purse-friendly and high quality buys have become the ultimate go-to purchases for the savvy beauty shopper.

And when it comes to tapping into the growing appeal of affordable beauty amid the current economic situation, retailers have been quick on the draw, doubling down on own-brand expansion.

The result has spurred a growing trend for new own label lines that are creating strong competition in the beauty market with products and credentials that not only appeal to today’s informed beauty shoppers, but are perfectly positioned to respond to the changes in how consumers are currently shopping.

“Customers are looking at ways in which they can still shop the latest look but with a lower price tag, and switching from branded to own-brand items is a trend we are seeing more of,” Superdrug’s Own Brand Director Jamie Archer tells Cosmetics Business.

“We are also in a time where customers like to experiment more with their beauty style and being able to do so without breaking the bank is important to them.” 

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