How to get your beauty products stocked in Sainsbury’s

From household favourites to rising stars, the beauty aisles in Sainsbury’s present a diverse yet relevant range of products for today’s supermarket consumer

Rebecca Wicks


Supermarket retailers operate a unique position in the beauty and personal care industry.

With weekly food shops primarily driving consumers in-store, beauty brands have the opportunity to reach shoppers both looking to top up on the essentials and treat themselves to a new find, all in the comfort of a neutral retail setting.

Here, Rebecca Wicks, Buying Manager – Beauty at Sainsbury’s, talks to Cosmetics Business about the brands she helped put on shelves this year and the trends she has her eye on…


What does your role involve on a day-to-day basis?
A day usually starts reviewing the previous day's sales. Following this, myself and my team of buyers are likely to have meetings with both potential and existing suppliers.

We will look at market trends and customer data to help us understand what is working in our current proposition, what our growth opportunities are and how we can offer an even better proposition to our customers in the future.

What new beauty brands have you helped put on Sainsbury's shelves this year?
We have brought the skin care brands Burt’s Bees, Balance Me, Super Facialist, . . .

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