Ewa Chodakowska’s cosmetics enter pharmacies
BeBio cosmetics, signed by the name of a well-known fitness trainer, Ewa Chodakowska, are available in the pharmacy channel since December. This is a result of cooperation with the pharmacy chain Dr. Max.
In Dr. Max’s pharmacies, BeBio will offer shower gels, lotions, deodorants, liquid soaps and hand creams. The manufacturer declares that they contain 99% of natural ingredients. So far, the BeBio series has been on sale in a dedicated e-shop as well as in Rossmann drugstore chains.
Pharmacies were a channel that gained from the situation at the beginning of the COVID-19 pandemic, where cosmetic purchases were made on the occasion of other purchases. However, in the following months, these sales fell dramatically and PMR forecasts that this channel will see negative sales growth compared to 2019.
Celebrities are driving the trend towards natural cosmetics
The production of own cosmetics by celebrities and influencers is one of the strongest trends on the Polish cosmetics market in 2020. According to a survey conducted by PMR, over 44% of respondents declare that they purchase cosmetics signed by the names of famous people. The precursor here was Kinga Rusin, who was one of the first stars of Polish show business to create her own brand of cosmetics Pat & Rub. Ewa Chodakowska, who started with Be Bio brand in April 2019, was joined a few months later by another fitness trainer, Anna Lewandowska (Phlov, October 2019).
We have written more about it in the summary here.