Fifty2 – The MPB Project: Kroger – Mirra

Mirra Front

“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S.  across all retail channels. The weekly series looks at each great Private Brand with insight, Fifty2 The MPB Project Logoanalysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email


In early 2010 Cincinnati, Ohio based grocer Kroger and its family of stores (Kroger, City Market, Dillon’s, Jay C, Food 4 Less, Fred Meyer , Fry’s, King Soopers, QFC, Ralphs and Smith’s) leapt into the highly competitive beauty category with the introduction of the Private Brand, Mirra. The brand confidently targeted the “family-focused women seeking effortless beauty” and delivered with a name that evokes her morning ritual in front of the mirror. The packaging abandons traditional “me too” private label design and structure in favor of creating an ownable and memorable brand.

Mirra launched with 30-40 products and now includes a little more than 100. It combines natural ingredients with the latest science to meet three different consumer needs: Daily, for routine personal care; Renew, for a rejuvenating time out; and Inspire, for quick transformations for a night out.

For hair, there are Mirra Daily shampoos and conditioners available in three formulations: smoothing, volumizing and color treated. Mirra products contain sunflower extract, soy protein, amino acids and chicory root, along with other ingredients, to counteract the harsh effects of hard water and restore a healthy pH balance to hair. Styling products provide moisture, shine, and hold.

Mirra Renew skin care products feature an exfoliating cleanser and assorted creams to hydrate, reduce appearance of wrinkles, accelerate skin renewal, and firm and lift with ingredients such as aloe, green tea, pro-vitamin A and apricot seeds.

In body care, Mirra Renew offers bamboo & honey, lemongrass & ginger, black tea & cracked pepper and Japanese Yuzu fragrances in foaming bath, body wash, body lotion and body mist products.

Brand: Mirra
Brand Focus:
Natural & Organic
Cincinatti, Ohio
2011 USA Retail Sales ($000):
2011 Stores:

To submit a brand for consideration please email

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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.