Kaufland is testing a new in-store beauty and personal care concept at its Barbu Văcărescu location in Bucharest, expanding the traditional hypermarket model into a more experience-driven beauty format.
Built around the idea of “Me time,” the redesigned space brings together around 4,000 beauty and personal care products, including more than 600 new additions to the assortment. The pilot combines a broader product range with trend-focused zones, personalised recommendations and beauty services, as Kaufland looks to strengthen its one-stop-shop proposition.
Korean Beauty, Mask Bar and Arabic fragrances
The assortment is organised into themed areas designed to make product discovery easier. A “New in assortment” section highlights recently introduced products, while the “Trend” zone focuses on current beauty trends.
The store also features a dedicated “Mask Bar” for facial care, a “Korean Beauty” section with products and routines inspired by Korean cosmetics, and a fragrance area that includes Arabic perfumes, a category that has gained increasing consumer attention.
The make-up offer includes brands such as Essence, Catrice, Avon and Rimmel. Kaufland’s own drugstore brand, Bevola, has also been given a dedicated presentation area, with the portfolio set to expand further by November.
AI Beauty Mirror brings personalisation into the hypermarket
One of the most distinctive elements of the pilot is the AI Beauty Mirror, a smart mirror that analyses the skin and provides personalised cosmetic recommendations. The Beauty Zone also includes a Nail Bar for quick manicure and nail-care sessions, as well as a dedicated make-up consultation and testing area.
Customers can take part in 15-minute self-make-up lessons and receive skincare advice using products available in the Kaufland assortment. Make-up and Nail Bar services are available from Monday to Saturday between 12:00 and 16:00, with access through coupons in the Kaufland Card XTRA app.
Three in four urban women have a skincare routine
The launch is backed by a national study conducted by Kaufland Romania together with iZi Data. According to the research, 62% of urban women consider hypermarkets convenient for completing several types of shopping in one visit.
Three in four respondents have a skincare routine, and more than half of those also use sun protection products. When choosing beauty products, 50% say suitability for their skin or hair type matters, 49% focus on effectiveness and 48% on value for money. Brand is far less important, cited by only 16% of respondents.
Gen Z is driving Korean Beauty and dupe demand
The generational split is particularly notable. Among Gen Z consumers who have a preference regarding product origin, 40% choose Korean cosmetics first. Meanwhile, 73% of Gen Z respondents have heard of “dupe” products, lower-cost alternatives that aim to deliver benefits or an experience similar to premium products.
