maybelline

Tesco has added hundreds of cosmetics and beauty SKUs to its home delivery and click & collect offering.

The complexity and time it took to pick the products had previously meant they were unavailable to online shoppers, the supermarket said.

As of this week, more than 450 additional cosmetics from Maybelline, L’Oréal Paris and Essie are now available on Tesco.com, a move that follows the addition of Rimmel and Sally Hansen to the Tesco website and app last year.

The supermarket said Maybelline was the most searched for cosmetics brand on its website.

“Customers have continued to search on our website and app for more top [cosmetics] brands, with Maybelline being the number one searched beauty brand,” said Marianne Aitken, Tesco’s category director for beauty and personal care. “Delivering beauty products from Maybelline, L’Oréal Paris and Essie direct to customers, or for convenient collection from the majority of our large stores, means we can save customers a trip and help them get even more choice and great value from Tesco.”

To mark the launch, Tesco’s in-store Clubcard Prices offer of three for two on all cosmetics has been extended to online, including the “cult beauty products” like Maybelline Sensational Sky High Mascara and L’Oréal Paris Paradise Waterproof Mascara.

More than 260 Maybelline products; 170 from L’Oréal Paris; and 70 Essie products are now available online.

Tesco has also been increasing the number of health & beauty products on Tesco Marketplace, with products being delivered directly from third-party sellers on the platform. The category has swelled to close to 8,000 SKUs on the marketplace, from 938 brands.