Kroger's private-label brand Mirra expands

CINCINNATI Kroger recently introduced its private-label and beauty care brand Mirra, and according to an Associated Press report, has more than doubled its number of store-brand beauty items. The retailer also plans to launch additional items this fall and next year.

As reported in March by Drug Store News, Kroger's Mirra brand is geared toward "family-focused women seeking effortless beauty." Mirra combines natural ingredients with the latest science to meet three different needs: Daily - routine personal care; Renew - a rejuvenating time out; and Inspire - quick transformations for a night out. The collection includes products for hair, skin and body.

The grocer currently offers more than 20,000 store-brand items, with fewer than 100 being under the Mirra brand, the AP reported. That number, however, is up from 41 three months ago. Kroger CEO David Dillon has identified health and beauty as an underdeveloped area among it store brands, the AP reported.