Grocer Kroger Co. expands first store-brand beauty-products line quietly and quickly

Kroger makes push into beauty products

CINCINNATI — Grocery chain Kroger Co. is making a big push into the beauty business, more than doubling its number of store-brand cosmetics, shampoos and other items this summer.

The nation’s largest traditional grocer sees alluring growth in beauty product sales. After a slow rollout of its Mirra (MIHR’-uh) line that began last October, it has more new products ready for this fall and next year.

The Cincinnati-based company’s move underscores how supermarkets are aggressively trying to take advantage of an increase in house-brand sales during the recession.

Most major grocery sellers have expanded their store-brand lineups beyond food and drinks as households seek ways to trim spending.