English retailer Marks & Spencer has begun a wholesale consolidation of its Private Brand cosmetics as it looks to increase its share of the beauty market, Retail Week reported. A new Private Brand, Perfection, has been launched which replaces cosmetics brands Per Una and Autograph. Perfection consists of 44 products in the health and beauty category. An additional sub brand Perfection Illusions includes an additional seven products. “Perfection consolidates our cosmetics offer into a single brand, making it easier for the customer to shop,” said a Marks & Spencer spokesperson. “The new display and individual formulations ensure this is a professional range at an affordable price.”