Loblaws, Joe Fresh Style Roll Out Cosmetics Collection

Loblaw Cos., Ltd. and its Joe Fresh Style apparel and accessory brand are introducing the Joe Fresh Beauty cosmetics collection, a comprehensive range of affordable face, lip and eye products that will be available starting this month in over 250 stores across Canada. The collection was designed to compare with upscale cosmetics lines found in department stores and boutiques.

"The approach we've used with the fashion collection translates beautifully to cosmetics,” explained Joe Fresh Style creative director Joe Mimran. “We want to dress our customers from head to toe, and that includes makeup. For us, it's always about value, style and quality."

The Joe Fresh Beauty collection offers 200 SKUs, including over 60 shades for lips and eyes, with prices ranging from CAN $4 to CAN $8 for makeup and CAN $2 to CAN $16 for brushes and accessories.

"The partnership with Joe Mimran and our design team lets us enhance the shopping experience of all of our customers," noted Elizabeth Margles, VP, marketing, Joe Fresh Style at Brampton, Ontario-based Loblaw. "The response to the Joe Fresh Style collections has been immediately positive, from apparel and jewelry to sunglasses and accessories."