Britain's largest supermarket chain Tesco has expanded its beauty offering with 300 new cosmetics products available online for the first time.
Collections from Rimmel and Sally Hansen are now available for customers to order on the ‘Big Four’ supermarket’s Home Delivery and Click+Collect services.
Tesco said that the investment is only the beginning of its expanded beauty category, with "thousands" of new products to be added in the new year.
L’Oréal Paris and Maybelline are expected to be among the line-up.
Tesco said its goal is to create more convenience for customers, and comes after a survey found that beauty products were among the most searched-for items missing on its website.
The survey found that Mascara was among the 20 products unavailable for home delivery, with shoppers also regularly making searches for ‘Rimmel’ and ‘Maybelline’.
“Customers tell us that they often search on our website and app for make-up and nail products,” said Tom Lye, Tesco’s Category Director for Health and Beauty.
Tesco has been trialling a Sensitive Skin Section in nearly 100 of its large stores after discovering that 40% of the UK population suffer with sensitive skin.
Products are split by condition rather than brand – ‘sensitive face’, ‘normal-to-dry skin’, ‘very dry skin’ and ‘very dry, itchy skin’.
Alongside the updated beauty offering, the supermarket chain said it is also encouraging customers to return empty make-up packaging to its stores.
The cosmetic recycling bins are available at most of the business’ major retail spaces and forms part of a broader scheme by Maybelline.
Supermarkets currently make up 6.1% of the UK’s total beauty market value sales, according to data from analyst Kantar.
While this figure is down from 6.9% in 2022, supermarkets typically have much larger sales volumes in the mass beauty category.
Tesco leads the way in terms of this share with 35% of beauty sales within the supermarkets segment.
