Sainsbury’s has launched an own-label premium skincare range, The Edit.
The 17-product range, priced between £1.50 and £8.50, features skincare lines including an SPF 30 moisturiser, cleanser, serum, eye gel, toner mist, and sheet mask.
Announcing the launch on LinkedIn, Sainsbury’s product developer Nichelle Sehmby said the range had been “a year in the making” and “a true labour of love”.
She added that it had been driven by a goal “to create a skincare offering that’s relevant, exciting, and totally in tune with today’s beauty-savvy customer”.
The range was “packed with trending, effective ingredients customers already know and love”, according to Sehmby, and was backed by user trials with results shared on-pack.
The Grocer first revealed that the supermarket giant had hinted at a glow-up for its health and beauty offer in January, when Sainsbury’s registered a series of phrases, including ‘The Edit Sainsbury’s’, with the government’s Intellectual Property Office.
This is not the first time Sainsbury’s has ramped up its presence in the beauty space. In 2018, the grocery retailer launched specialised beauty aisles in 11 stores and relaunched its boutique cosmetics range to offer 1,500 new SKUs.
More recently, Sainsbury’s has refreshed its beauty offering with updated fixtures and signage, range rationalisation and space rebalancing in some stores.
As reported by The Grocer in January, it is understood that due to these changes, Sainsbury’s share of the beauty category has trebled over the past four years.
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