Kaufland Romania has launched its new Beauty Zone concept, unveiling a pilot project at its store located on Barbu Vacarescu street. Centered around the “Me time” philosophy, this redesigned area combines a wide range of products with dedicated zones for beauty trends and personal care services. Customers can explore around 4,000 items, of which over 600 are newly added to the assortment.
The products are categorized into thematic sections that streamline the shopping experience, enabling customers to quickly locate items suited to their beauty routines and preferences. The “New in Assortment” area showcases recently introduced products, while the “Trend” section features items that align with the latest beauty trends. The “Mask Bar” offers a variety of face masks, and the “Korean Beauty” section includes products and routines inspired by Korean cosmetics. Additionally, the fragrance area features increasingly popular Arabic perfumes.
Kaufland’s own private label, Bevola, has a dedicated display area with a design reflecting the brand’s modern identity and highlighting its premium formulas. The portfolio is expected to expand further by November, including makeup products from brands such as Essence, Catrice, Avon, and Rimmel, catering to various needs and occasions.
“We aim for Kaufland stores to provide customers with a one-stop-shop for both daily necessities and relevant personal care products. The new Beauty concept enhances this experience, offering a diverse assortment, personalized recommendations, and beauty services,” stated Valer Hancaș, Director of Communication and Corporate Affairs at Kaufland Romania.
The in-store experience is enhanced by the AI Beauty Mirror, which analyzes skin and provides personalized cosmetic recommendations. At the Nail Bar, customers can enjoy quick manicure and nail care sessions, while the makeup advice area offers 15-minute self-makeup lessons. Experts also provide skincare consultations using products available at Kaufland.
Customers can test products at the makeup sessions and Nail Bar, available from Monday to Saturday, between 12:00 PM and 4:00 PM, with specific days dedicated to manicures and makeup. These services can be accessed through coupons in the Kaufland Card XTRA app, found under the “XTRA Benefits – XTRA Coupons” section. Each service requires the activation of a coupon using XTRA points.
The Kaufland Beauty Zone concept aims to create a dedicated space for beauty, where product selection and layout foster an enjoyable and intuitive shopping experience. Generous aisles, low shelves, and integrated lighting ensure better product visibility and store navigation. Warm tones, modern design, and new flooring harmoniously complement the space, making it more welcoming.
Study: 75% of Urban Women Have a Skincare Routine
A national study conducted by Kaufland Romania in partnership with iZi Data shows that 62% of urban women view hypermarkets as convenient for multiple purchases in a single visit. The new Beauty Zone concept caters to this preference and interest in personal care: 75% of respondents reported having a skincare routine, with over half also using sun protection products.
Almost half of the respondents associate beauty and personal care products with necessity and well-being, while 36% link them to indulgence. When selecting products, factors such as compatibility with skin or hair type (50%), effectiveness (49%), and price-to-quality ratio (48%) are deemed more important than brand recognition (16%).
Among Gen Z respondents, Korean cosmetics are the top choice for 40% who have a preference for product origin. Interest also extends to affordable alternatives: 73% of this generation have heard of “dupe” products that offer similar benefits or user experiences to premium products at lower prices.
*The study was conducted from September 25 to 27, 2026, through online surveys with a total sample of 663 respondents. Results regarding women are based on 445 female respondents aged over 18 from urban areas, who are internet users, while the Gen Z analysis includes 91 respondents.
