Pick n Pay launches new product range in over 100 stores, all under R90 in South Africa
Pick n Pay has introduced a new cosmetics range to its stores, with every product being available for under R90.
The range, titled Real Cosmetics, is the retailer’s own cosmetics brand, with over 100 products available across South Africa.
In addition to being available in over 100 stores, the retailer said the new products are available on the Pick n Pay ASAP! platform, making delivery within 60 minutes possible.
The group said the new range makes it “the only on-demand grocery retailer to offer a dedicated makeup range for delivery within 60 minutes.”
The retailer said the new range includes a variety of cosmetic products, with the most expensive item priced at less than R90.
“The range covers everyday makeup essentials for the face, eyes, lips and nails, with the most expensive product retailing at just R89.99,” it said.
Pick n Pay’s head of product marketing, Landre Venter, said the new range is intended to create convenience for consumers.
“Customers don’t have to make a separate shopping trip now to pick up a new concealer, mascara or lipstick,” she said.
“With every product priced below R100, it also gives customers the freedom to try and discover something new without a significant spend.”
She added that Pick n Pay had developed the new products in partnership with a local supplier to help ensure they are relevant to the South African market.
“Working with a local supplier means we can respond to what South African consumers are looking for, while also introducing products that reflect current beauty trends,” she said.
The new range is part of Pick n Pay’s plans to grow its offerings within its existing stores, creating convenience for consumers.
“We want Pick n Pay to be a place where customers can find more of what they need in one shop, and the new Real Cosmetics range is a natural extension of that,” Venter said.
A R6 billion industry
Pick n Pay is not the only company eyeing the beauty industry, but its strategy differs from that of other South African retailers.
While Pick n Pay is aiming to integrate cosmetic products into its existing stores, Clicks recently acquired a majority stake in a dedicated beauty retailer.
At the end of September 2026, Clicks increased its stake in ARC, a premium beauty retailer, to 61%, representing a majority interest in the company.
The R507 million deal saw Clicks increase its interest in the company by 35.3 percentage points, as it looked to capitalise on South Africa’s beauty industry.
Clicks CEO, Bertina Engelbrecht, said at the time that the acquisition would increase the group’s exposure to a growing industry.
“The acquisition of a controlling stake in ARC provides the group with increased exposure to the growing premium beauty market, which is currently valued at more than R6 billion annually,” she said.
“ARC has established a differentiated position in the premium beauty market, and we see potential to grow the business and to leverage the strengths of both ARC and Clicks.”
Pick n Pay’s strategy to enter the beauty industry comes after years of turnaround efforts and follows the business becoming technically insolvent in 2024.
In its turnaround strategy, the company said it would focus on rebuilding its own product brand to improve affordability and meet customer demand.
“We will rebuild our own brand and confined label products to reduce costs and improve margins, emphasising local ranges where opportunities exist to better meet customer needs,” it said.
The Real Cosmetics range aligns with these plans, as it is an “own-brand makeup range” produced by a local supplier.
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