Pick n Pay has expanded its beauty product range by introducing Real Cosmetics, its own cosmetic brand. This line includes over one hundred products certified as Beauty Without Cruelty, and all of them are priced under 90 rand.
This assortment is available in more than 100 Pick n Pay stores across the country, as well as through the Pick n Pay asap! service. It brings affordable colored cosmetics into the everyday grocery store.
The retail chain notes that it is the only on-demand product supplier in South Africa offering a specialized makeup line with 60-minute delivery.
The most expensive product in the line costs 89.99 rand, and Real Cosmetics covers basic needs for face, eyes, lips, and nails.
What products are included in the Real Cosmetics line?
The collection includes items such as concealer, BB cream, lipstick, lip plumper, eyeshadow, eyeliner, mascara, nail polish, and highlighter.
The line is designed to cater to diversity, offering shades for different skin types, ages, and occasions. Concealers and lip products are available in a range from light to deeper tones, while the lipstick collection includes both neutral colors for daily use and brighter shades for those who wish to experiment.
The assortment combines familiar cosmetic hits with trendy items like volumizing lip glosses and highlighters. Some selected products have additional features, such as airless pumps on BB creams.
Landre Winter, Head of Product Marketing at Pick n Pay, stated that the line was created for customers who need to replace a finished product, try a new shade, or add something extra to their regular shopping basket.
Winter emphasized: 'Customers no longer need to make a separate trip to the store to buy a new concealer, mascara, or lipstick. Since every product costs less than 100 rand, it also gives customers the freedom to try and discover something new without significant expense.'
Customers ordering through Pick n Pay asap! can also receive their cosmetics within an hour, which is a convenient option for those who prefer to shop from home.
Real Cosmetics was developed in partnership with a local cosmetic supplier. This collaboration combined the supplier's knowledge of the South African colored cosmetics market with Pick n Pay's customer understanding.
The retail chain participated in the selection of products and assortment development, including the choice of colors and shades. Winter noted: 'Working with a local supplier allows us to respond to the demands of South African consumers while presenting products that reflect current beauty trends.'
She added that the goal was to satisfy a wide range of buyers—from those looking for an everyday lipstick to customers interested in experimenting with bright colors and novelties. 'We want Pick n Pay to be a place where customers can find most of what they need in one store, and the new Real Cosmetics line is a natural extension of that.'
Where to buy Real Cosmetics
The Real Cosmetics line is available in over 100 Pick n Pay stores nationwide, as well as through the Pick n Pay asap! app. All items are sold for under 90 rand, with the most expensive item priced at 89.99 rand.