Game Changers

2023 Game Changers: Very Bellissima, Hy-Vee

With the Very Bellissima brand, Midwestern grocery giant Hy-Vee has expanded its private label assortment to include cosmetic, hair and skin care products.

As consumer demand for private label products grows, retailers and suppliers continue to up their game bringing to market a bevy of new products across multiple categories. Product launches over the past year show a continued effort to give consumers high value items that offer retailers the opportunity to differentiate from their competitors.

For the third year, Store Brands is honoring those in private label that are pushing the boundaries and driving the industry forward. Below are the people, product innovations and brands that are this year’s Game Changers.

Hy-Vee Very Bellissima

Very Bellissima, Hy-Vee


Following the June 2022 launch of its Very Bellissima private label assortment, the initial collection of 150 products proved to be a real beauty for sales at Hy-Vee.

Offering items including hair accessories, facial care products and the recently launched nail polish, more than 58,000 units have been sold and the assortment continues to grow in popularity with Hy-Vee customers. The initial success of Very Bellissima has led to expansion with some 250 new products including color cosmetics, bath and body care, facial regimens, and hair care and beauty tools in the pipeline.

All facial care products are gluten-free, paraben-free and cruelty-free and include products like creams, serums and face masks. Product ingredients are comparable to professional brands within the beauty segment – but available at a better value price point.

When introducing Very Bellissima, Hy-Vee added products from the line to its monthly rotation of beauty boxes, which feature small quantities of beauty and hair products for customers to sample. The brand was also scheduled to be featured in the March issue of Hy-Vee Seasons magazine.

Inside its new flagship stores, Hy-Vee introduced Bellissima departments filled with beauty and hair care products available across all pricepoints. The Very Bellissima brand is now available across Hy-Vee’s more than 285 stores, and more than 60 locations today currently offer the expanded Bellissima beauty department.