Real Cosmetics is bringing affordable makeup to Pick n Pay’s shelves and its on-demand delivery platform, Pick n Pay asap!. The new own-brand range includes more than 100 products, all priced below R90.
Available at more than 100 stores nationwide, the collection covers face, eye, lip and nail products. The most expensive item costs R89.99, while the range is endorsed by Beauty Without Cruelty.
The launch gives shoppers another way to buy beauty essentials alongside groceries, whether during a store visit or through an on-demand order.
What Is Included in the Real Cosmetics Range?
Real Cosmetics combines everyday makeup essentials with products for shoppers who want to experiment with different colours and finishes.
The selection includes:
- Concealers and BB creams.
- Lipsticks and lip plumpers.
- Eyeshadows, eyeliner and mascara.
- Highlighters.
- Nail polish.
The assortment offers neutral and brighter colours, with shades designed for different skin tones. Selected products, including BB creams, also feature airless pump packaging.
With every product priced below R90, Real Cosmetics gives customers a lower-cost way to replace everyday items or try something new.
Makeup Joins the On-Demand Shopping Basket
Availability through Pick n Pay asap! extends the retailer’s delivery offering into colour cosmetics.
Customers can add makeup to a grocery order, creating an alternative to a separate visit to a specialist beauty store. The service also offers a way to replenish products without leaving home.
Landre Venter, Head of Product Marketing at Pick n Pay, said the range was developed for shoppers looking to replace essentials, explore new shades or add makeup to their regular purchases 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.
According to Venter, asap! gives customers the option to replenish their makeup bags within an hour. Shoppers should check the platform for availability in their area.
Developed with a Local Cosmetics Supplier
Pick n Pay developed Real Cosmetics in partnership with a local cosmetics supplier, combining the supplier’s category expertise with the retailer’s understanding of its customers.
The retailer contributed to the selection of products, colours and shades. This approach allows the assortment to reflect local preferences while incorporating current beauty trends.
The supplier partnership does not, on its own, establish where every product is manufactured. Its stated role is to bring cosmetics expertise into the development of the range.
For Real Cosmetics, the resulting proposition centres on a broad product selection, accessible pricing and the convenience of buying through an existing grocery retailer.
What the Launch Means for Pick n Pay
From a brand perspective, the launch gives Pick n Pay another reason for customers to shop across its stores and delivery platform.
Beauty products can become part of a regular basket rather than a separate purchase elsewhere. A shopper buying household essentials could also replace a mascara, pick up nail polish or try a new lipstick in the same order.
Real Cosmetics also gives the retailer an own-brand offering whose product mix and price positioning it can help shape. The under-R90 ceiling creates a clear value message across the collection.
The commercial opportunity will depend on customers finding the products, shades and quality they want, alongside the convenience promised by the retailer.
Where to Buy the Range
Real Cosmetics is available at more than 100 Pick n Pay stores nationwide and through Pick n Pay asap!.
The launch brings together affordable makeup, grocery shopping and on-demand delivery, giving customers more ways to access beauty essentials through one retailer.
For more on beauty retail expansion, read our article on the Takealot x Thirteen Lune partnership. Visit Pick n Pay or check the asap! app for the range and local availability.
