Available at more than 100 stores nationwide, the range comprises face, eye, lip and nail products, all priced below R90 and endorsed by Beauty Without Cruelty. Its availability on asap! also extends the retailer’s rapid-delivery proposition beyond groceries into colour cosmetics.
The launch strengthens the retailer’s strategy of broadening the shopping basket by allowing customers to purchase beauty essentials alongside their regular groceries, rather than making a separate trip to a cosmetics retailer.
Real Cosmetics includes concealers, BB creams, lipsticks, lip plumpers, eyeshadows, eyeliner, mascara, nail polish and highlighters. The most expensive product retails for R89.99.
The assortment combines everyday essentials with trend-led products, offering shades for different skin tones and a mix of neutral and brighter colours. Selected products, including BB creams, also feature packaging such as airless pumps.
Landre Venter, head of product marketing at Pick n Pay, said the range was designed for customers who want to replenish products, try new shades or add makeup to their regular shopping baskets without a significant additional spend.
“Customers don’t have to make a separate shopping trip now to pick up a new concealer, mascara or lipstick,” Venter said.
“Thanks to it being available on Pick n Pay asap, customers also have the option to replenish their makeup bag within an hour, without leaving home.”
The offering positions cosmetics as another category that can benefit from the convenience of on-demand retail, particularly when customers need to replace an everyday product or make an unplanned purchase.
The range was developed in partnership with a local cosmetics supplier, combining its colour cosmetics expertise with Pick n Pay’s customer insights.
Pick n Pay contributed to the development of the assortment, including the selection of products, colours and shades. The partnership also allows the retailer to respond to local consumer preferences while incorporating current beauty trends.
“Working with a local supplier means we can respond to what South African consumers are looking for, while also introducing products that reflect current beauty trends,” Venter said.
Own-brand development gives retailers an opportunity to shape product ranges around their customer base and price positioning, while extending their presence into categories beyond their traditional core offering.
For Pick n Pay, the sub-R90 price point also places the range within the affordable end of the cosmetics market, encouraging trial while keeping products accessible to customers shopping on a budget.
The launch reflects a broader retail strategy in which grocery platforms seek to increase the number of categories customers can buy through a single retailer and delivery channel.
By adding colour cosmetics to its physical stores and asap! platform, Pick n Pay is combining product accessibility with delivery speed. The model gives customers the option to buy makeup during a regular store visit or add it to an on-demand order.
“We want Pick n Pay to be a place where customers can find more of what they need in one shop, and the new Real Cosmetics range is a natural extension of that,” Venter said.
Real Cosmetics is available at more than 100 Pick n Pay stores nationwide and through Pick n Pay asap!, extending the retailer’s convenience proposition into a beauty category traditionally associated with specialist retailers and dedicated shopping trips.
![Image credit: [https://kaboompics.com/photo/42026/blue-plastic-sheet-abstract-texture-vertical-composition Kaboompics]]](https://biz-file.com/c/2610/824275-300x156.jpg?5)
