Created with the busy millennial woman in mind, Simply Be is positioned as a fashion-forward brand that aims to meet the needs of today’s time-pressed female shoppers by offering them a wide range of quality, low-priced beauty products. Stocked in only  selected 7-Eleven stores shoppers can purchase 40 of Simply Be’s featured products, including lip glosses, mascaras, eye shadows, and contour sticks for just under $5.

According to GlobalData’s 2016 Q3 global consumers survey, two-thirds (68%) of American women aged 25-34 shop for most of their beauty products in supermarkets or hypermarkets. This indicates that there is a clear opportunity for retailers to expand their private label portfolio into the beauty space.

Consumers are also heavily influenced by how well a product aligns with their time and money constraints when purchasing beauty products. So by launching its own range of affordable private label beauty products, 7-Eleven is well suited to meet the needs of cost-conscious by benchmarking their products against popular national brands not only in terms of value but product quality, variety and uniqueness.