Pure Beauty

Why is private label growing among mass and niche retailers?

Published: 26-Mar-2018

Mass-market retailers are boosting their presence in private label beauty, as niche private label players – such as online retailers, operating in specific sectors – join the fray

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The private label cosmetics market is ever changing, with players now entering the marketplace from many different market sectors. Drugstores and supermarkets used to dominate the market, says market analyst Mintel, but they're now losing out to a host of new rivals.

Squeezed from above and below by premium and budget labels, says the analyst, established retailers will now have to learn to act more like brands and less like discounters.

Pricing will still be an issue for many consumers, but private label brands can react to trends more quickly and create compelling formats and labels that work as niche brands in their own right.

One route that retailers could take advantage of is to

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