Kroger's Simple Truth inspires beauty products

Dan Ochwat
Executive Editor
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Simple Truth, Kroger’s popular natural, organic and free-from store brand, is adding a line of beauty products available next month.

The food and beverages brand that recently launched 50 new plant-based items has inspired a collection of clean beauty products through its use of natural ingredients such as coconut, oatmeal, avocado and citrus, a representative of the retailer told Store Brands. Products are dubbed The Beauty Crate collection, also leveraging food-based ingredients, and are branded Simple Truth with its dominant white packaging design and green leaf Simple Truth logo.

The self-care products themselves include food-based ingredients to create body oils, butters, scrubs, bath milks and balms. For example, there’s a bath milk with oat milk and a nut butter scrub with cocoa, cacao and peppermint.



The Simple Truth brand and its commitment to clean products has made it one of Kroger’s most successful brands, up in sales by 15% last quarter.

Kroger said the products aim to bring an at-home spa experience at affordable prices and are made without parabens, phthalates, synthetic dyes/colors, or harsh chemicals.

The Beauty Crate collection of products hit select store shelves this week but officially launch nationwide on Kroger Ship in early March.