Loblaw-owned Canadian mass market retailer Shoppers Drug Mart has revealed plans to expand its beauty offering with the launch of Joe Fresh Beauty in 850 stores.

“With its modern range of essential beauty items, Joe Fresh Beauty is a welcome addition to the cosmetics aisles at Shoppers Drug Mart and part of our ongoing commitment to provide Canadians with the best retail beauty experience,” says Kelly Jessop, Vice President Category Management, Shoppers Drug Mart. “Our growing cosmetics selection, combined with Canada’s most popular rewards progam, Shoppers Optimum, and the expertise of in-store beauty advisors, has made Shoppers Drug Mart the beauty destination of choice for Canadian women.”

The Joe Fresh range comprises some 150 products, priced from CAD8 to CAD18, including its signature 5 Minute Face, a selection of products aimed at making the daily make-up routine fast and effective.

The Joe Fresh Beauty range will launch exclusively at Shoppers Drug Mart and Pharmaprix stores, before being rolled out to other Loblaw Company retail locations across Canada, including Loblaws, Real Canadian Superstores and Provigo.