Kroger's Simple Truth inspires beauty products

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.