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Waitrose To Expand Beauty And Skincare Selection

Published on Jul 24 2018 11:00 AM in Retail tagged: Waitrose / beauty / Skincare

Waitrose To Expand Beauty And Skincare Selection

British supermarket chain Waitrose has announced that it will add to its range of beauty and skincare products with a number of skincare brands exclusive to the supermarket.

The supermarket chain has added products from three different brands.

Pretty Athletic

Pretty Athletic is one such new range and caters specifically to active women, with products aimed at combatting skin concerns related to exercising, such as clogged pores, redness and irritation. This line contains 95% natural ingredients and is vegan-friendly.

Some of the products from the Pretty Athletic line include a 'Workout Glow: Hyaluronic Vitamin Tonic', which is designed for before and after workouts to cleanse and hydrate the skin; and the Hydration Kick Gel Body Moisturiser, which is a cooling gel that nourishes and hydrates the skin.

Pretty Athletic’s brand ambassador is double Olympic rowing champion Helen Glover, who took medals home in 2012 and 2016.

Waitrose Beauty Line Pretty Athletic

Nip & Fab

Nip & Fab will also launch at Waitrose and aims to address adult skin concerns including blemishes, dehydration and redness.

This line includes products like the Post Glycolic Fix Moisturiser, which is oil-free and contains SPF30. It also has witch hazel, which helps calm and sooth irritated skin as well as helping remove excess oil build-up.

The Glycolic Fix Liquid Glow Tonic is a liquid exfoliator that contains 6% glycolic acid, as well as hyaluronic acid and vitamin B5, to help unclog pores and provide a brighter complexion.


Naobay is an environmentally conscious Spanish beauty brand. Product packaging comes from recycled or recyclable materials, such as biodegradable wood sustainably sourced from the company's furniture business. This line is vegan-friendly as well, and uses natural ingredients like avocado oil and algae extract.

The Naobay Recovery Mask contains ingredients such as Vitamin E, orange flower water, barley malt extract and rice, poppy, tigernut and apricot oils and is aimed at consumers with sensitive skin. The brand will also offer an eye cream - the Naobay Origin Eye Contour - which uses natural ingredients to help reduce puffy eyes.


Supermarkets across the board have been looking to expand further into the beauty and skincare sector. Retailer Casino recently teamed up with beauty brand L’Oréal in an effort to compete against online rivals, while Finnish retailer Kesko launched its first two beauty and wellness stores earlier this year.

Similarly, Portuguese supermarket chain Pingo Doce launched its private-label beauty product brand entitled Be Beauty Care at the beginning of this year

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Padideh Aghanoury. Click subscribe to sign up to ESM: European Supermarket Magazine.

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