7-Eleven Launches Cosmetics Line In Hope To Be The Next Big Beauty Destination

Convenience store 7-Eleven is hoping to become the next big beauty destination, thanks to the launch of its debut cosmetics line.

The chain store has unveiled a brand-new 40-piece makeup collection titled ‘Simply Me Beauty,' designed with millennial consumers in mind.

Described by the retailer as an "affordable, fashion-forward line of makeup," the Simply Me Beauty brand covers cosmetics and accessories for the face, eyes and lips, with all items priced between $3 and $5. From eyeshadow palettes and highlighters to BB foundation creams and eyebrow wax, the collection is positioning itself as a catch-all beauty range for women on the go, banking on the convenience factor of shoppers being able to pick up a bronzer alongside their morning coffee. As well as the traditional mascara, lip gloss and powder compact beauty offerings, the line will also feature tools such as false eyelashes, makeup remover, nail buffers, brushes and blender sponges.

"Much of the time, makeup items like lip and eye colors are spur-of-the-moment, impulse buys," said Joy Pico, 7-Eleven category manager, in a statement. "If the price is right, that makes it easier to justify. For a millennial working woman wanting to refresh her makeup while grabbing lunch at 7-Eleven stores, Simply Me Beauty is a welcomed offering and is priced just right for her. "

The beauty launch, which is set for the Holiday season, will see the line made available at special ‘Gorgeous on the Go' displays established exclusively at 7-Eleven stores. The brand operates, franchises or licenses 10,900 stores across North America.

The beauty products industry is currently worth $46 billion, and forecast to increase by 12% by 2020. Drug stores and supermarkets have 30 percent of the market, so it makes sense that 7-Eleven wants its slice of the pie, and it isn't the only mass retailer cashing in on the potential opportunity -- earlier this year the pharmacy giant Walgreens targeted younger makeup fans with the launch of a new 160-piece cosmetics collection called CYO. In fact, a slew of new makeup lines have appeared on the scene in 2017, with everyone from online fashion retailer Asos and manicure brand Nails Inc, to Rihanna and Kim Kardashian launching own-brand beauty collections.