If you're one of the few people with the bravery and resolve to leave your home to gather a few quality essentials, you've probably noticed some changes recently.
The reality is, now more than ever, Americans are ordering a bulk of their goods online, opting for either drive-up or in-store pickup, or complete remote fulfillment, as is common with giants like Amazon (AMZN) .
Related: Young people spend more money on this essential than anything else
If you have ventured out into any of the U.S.' largest retailers, you've probably noticed those changes quickly. For example, you might have noticed an increase in parking spaces reserved near a store's entrance for pick-up orders. You may have also noticed the reduced footprint of other retailers, or the new mini store within a store concept, as with Ulta (ULTA) inside Target (TGT) or Sephora within Kohl's (KSS) .
In fact, it seems like nearly every top 10 retailer in the U.S. has pivoted toward an energized enthusiasm for beauty and personal care.
Target, in addition to its Ulta mini stores, has also been working to re-imagine some of its brands, including Up&Up and Dealworthy, to cater to better quality personal care products.
Amazon has been rapidly adding to its Premium Beauty storefront, which recently saw the addition of Clinique to its ever-growing lineup of high-street cosmetics.
And in 2024 Walmart (WMT) has already added two lines: an exclusive partnership with Parisian beauty giant L'Oreal, for its Elvive Hyaluron + Plump hair line, plus two oral health brands, Plus Ultra and Zimba. It also announced it would be investing further into its beauty line in order to foster growth and enthusiasm for new brands.
Kroger adds a key beauty line
And now, Kroger (KR) , the fourth largest retailer in the United States behind only Walmart, Amazon and Costco, announced in April that it will exclusively carry MCoBeauty in its U.S. locations.
MCoBeauty is a relatively new up and comer in the beauty space. Originally launched in Australia, it markets itself as a bright and affordable alternative to some of the other brands carried by mall retailers like Sephora that are popular among younger people.
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Its recognizable bright packaging looks similar to something one might find from Glossier or Drunk Elephant, both beauty juggernauts in their own rights, but comes at a far more affordable price.
MCoBeauty is particularly viral on TikTok for its bevy of "dupes" for pricier items which has helped it achieve virality on social media platforms like TikTok. Its Flawless Glow Luminous Skin Filter retails for just $27, compared to the very similar Charlotte Tilbury Hollywood Flawless Filter liquid glow base, which sells for $49. Its Super Glow Bronzing Drops cost just $22, which is similar to Drunk Elephant's D-Bronzi Anti-Pollution Sunshine Drops that cost $38.
Some of the items Kroger will begin carrying include:
- XtendLash Tubular Mascara: $18
- Super Glow Bronzing Drops: $22
- Flawless Glow Luminous Filter Foundation: $27
- Lip Oil Hydrating Treatment: $14
- Liquid Highlight & Glow Beauty Wand: $29
Following the April launch, approximately 1,300 Kroger stores in the U.S. will sell permanent sets, while 1,700 stores will feature end-cap display units.
