Krasnodar, Russia (April 4, 2024): Magnit, one of Russia’s leading retailers, launched a new private label (PL) in makeup – LAF (Love_Against_Filters). In the first quarter of 2024, LAF products appeared on the shelves of the Magnit Cosmetic drogerie chain, which currently operates over 7,600 stores.

The new assortment includes over a hundred SKUs: foundations, blushes, eye shadows, eyeliners and lipliners, mascaras, lipsticks, and other beauty products, as well as accessories for makeup, hair, and nail care. In the future, the range will be regularly updated and feature makeup gift sets. The brand targets women of all ages, and the affordable pricing makes it an attractive choice for customers of any budget. LAF is intended to complement Magnit’s private label portfolio in the makeup category, which is now dominated by the Company’s mid-tier PLs—Stellary and Beauty Bomb. Magnit also plans to launch a makeup private label in the medium-plus price segment.

Since 2022, Magnit Cosmetic has been consistently expanding its portfolio of PL products in view of the decision of some foreign brands to leave the Russian market and the reduced marketing activity among a number of manufacturers. In 2023, the chain launched a number of private labels, such as Fiora (feminine hygiene), LamaLove (baby hygiene), Belle Papielle (sanitary paper), Auramore (eau de toilette), ProWave (hair care), and others.

In addition, the Company plans to create new PLs in the categories of shower products, feminine hygiene, perfumes, skin care, and others in the coming year. As a result of the brand portfolio expansion and the launch of new products, the number of PLs in Magnit Cosmetic may increase by 80% (to 30 brands vs. 17 in 2022), with the number of SKUs growing by more than 20% (to 2,600). The chain also expects PLs to account for over 20% of total Magnit Cosmetic sales by the end of 2024, compared to 18% in 2022.

Petr Kostygov, Director of the Private Label Department at Magnit:

“Magnit has extensive expertise in launching and developing successful private labels in the makeup category. Our Stellary private label has long remained the category leader in Magnit Cosmetic. Our other brand, Beaty Bomb—developed specifically for the younger audience—is also a consistent top seller. We are currently expanding the PL offering in the cosmetics category and launching a new brand. LAF offers high-quality ingredients, nice textures, affordable prices, and the possibility to keep up with global makeup trends. The assortment includes eye palettes, lip tints and oils, long-lasting lipsticks, cushions, liners, and many more items, from essentials to trendy textures and shades. We also focused our efforts on the look and feel of the packaging, making it colorful, neat, stylish, and nice to the touch. We hope that the brand’s values will allow it to become yet another best seller in Magnit Cosmetic.”

Magnit launches new makeup brand