Kroger Adds Private Label Beauty

Kroger Co. (Cincinnati) introduced its first private label line of beauty, bath and hair care products made of natural ingredients.

The line is being marketed under the name mirra and includes shampoos and conditioners, hair styling products, body washes, facial and skin care lotions, cleansers, cleansing cloths, eye firming and age defying creams and cosmetic brushes. The products are made with natural ingredients, including olive oil, aloe, cranberry, bamboo, honey and chicory root extracts.

The grocery chain retailer offers more than 15,000 private label items in its stores under brand names like Big K soda, Everyday Living kitchen and cleaning supplies, Pet Pride pet food and Naturally Preferred organic and natural foods.

For more on grocers' private label efforts, see the April issue of VMSD.