How Aldi Wants to Get Belgians on Board with Private-Label Beauty

Why It Matters

Aldi’s push could reshape Belgium’s beauty market by pulling sales away from established premium brands, accelerating the private‑label trend. The move underscores how discount retailers are becoming serious competitors in the cosmetics sector.

Key Takeaways

• Aldi targets Belgian women with Lacura beauty line
• 64% willing to trade premium for private label
• Average Belgian beauty spend equals $488 per year
• Over half seek cheaper alternatives despite brand loyalty
• Premium brands still hold 60% market share

Pulse Analysis

Aldi is leveraging its private‑label expertise to break into the European beauty market, launching the Lacura range across Belgian stores. The move follows a broader trend where discount grocers use low‑cost, high‑quality cosmetics to attract shoppers who traditionally visit department stores or specialty chains. By positioning Lacura as a credible alternative to name‑brand products, Aldi hopes to capture the growing segment of price‑conscious consumers while reinforcing its reputation for value. The strategy aligns with the retailer’s global push to diversify beyond food staples. The rollout includes over 150 SKUs, covering skincare, makeup, and hair care.

Belgian women spend roughly €444, about $488, on beauty each year, and more than half are actively hunting for cheaper options. Market research shows 64 % say they would switch to a private label, yet 60 % still gravitate toward premium brands in most categories. Aldi plans to exploit this gap by offering Lacura at price points 20‑30 % below comparable name‑brands, supported by in‑store sampling and targeted digital campaigns. The retailer’s extensive distribution network ensures rapid shelf turnover, reinforcing its value proposition. Early trials in Brussels stores have already shown a 12% lift in beauty aisle traffic.

If Aldi succeeds, the Belgian beauty landscape could see a measurable shift in market share away from established luxury manufacturers. Private‑label growth pressures premium brands to innovate on price, packaging, or exclusive formulations to retain loyalty. Moreover, the success of Lacura may encourage other discount chains to accelerate their own cosmetic lines, intensifying competition across Europe. For suppliers, this trend translates into tighter margins but also larger volume opportunities through private‑label contracts. Ultimately, consumers stand to benefit from broader access to affordable, quality beauty products. Analysts predict private‑label beauty could account for 15% of total category sales by 2028.