Private Brand Gets a Makeover with Makeup from Kroger


Ohio-based grocer Kroger recently introduced their new health and beauty Private Brand “mirra.” The brand was created for family-focused women seeking effortless beauty. According to the Kroger website:

Mirra combines quality, natural ingredients with the latest science to meet 3 different needs: Daily – routine personal care; Renew – a rejuvenating time out; and Inspire – quick transformations for a night out.

Products include: shampoos and conditioners for smoothing, volumizing, and color treated hair; makeup brushes, exfoliating cleaners and creams, foaming bath; body wash; body lotion and body mists.

As part of the mirra launch, Kroger is offering a special online promotion featuring $5 off the purchase of any two mirra beauty care products.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.