# In-House Clean Beauty Products Kroger's Simple Truth The Beauty Crate Collection is Free-From By Michael Hemsworth | Published 2021-02-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kroger-simple-truth References: [drugstorenews](https://drugstorenews.com/krogers-simple-truth-intros-beauty-crate-collection) & [kroger](https://www.kroger.com) Kroger's Simple Truth The Beauty Crate collection is one of the latest offerings from the brand's in-house range that is focused on providing consumers with a way to take care of themselves using a series of free-from products. The product range includes clean beauty products that are all made with food-based ingredients including coconut, avocado, citrus, oatmeal and more. These ingredients are used to create butters, body oils, bath milks, balms, scrubs and more that encourage a bit of natural pampering from home. The Kroger's Simple Truth The Beauty Crate collection is made with a free-from range of ingredients that are all achieved without phthalates, parabens, harsh chemicals, synthetic dyes and colors. The products will start hitting store shelves this week with a nationwide launch expected to take place in March. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 24% | Activity: 31% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Free-from Beauty Products:** The growth of free-from beauty products made from natural ingredients has created an opportunity for companies to expand their product lines and cater to consumers looking for clean beauty options. - **In-house Product Range:** The rise of in-house product ranges in the beauty industry shows potential for companies to gain a competitive advantage by providing exclusive product options to consumers. - **Food-based Ingredients:** The use of food-based ingredients in beauty products creates innovative opportunities for companies to explore the intersection of food and beauty and appeals to consumers seeking natural, non-toxic products. ### Who This Affects Most - **Beauty and Personal Care:** The beauty and personal care industry stands to benefit from the trend of free-from and in-house product ranges, particularly as consumers become more conscious of the ingredients in their products. - **Retail:** With Kroger's Simple Truth The Beauty Crate collection being an in-house range offered by a retail giant, there is an opportunity for other retailers to follow suit and develop their own exclusives product lines. - **Food and Beverage:** The use of food-based ingredients in beauty products creates an opportunity for the food and beverage industry to diversify their product offerings beyond edible goods. ## Related on Trend Hunter - [Grocer-Launched Vegan Skincare Products](https://www.trendhunter.com/trends/vegan-skincare-products.md) - [Free-From Private Label Cleaners](https://www.trendhunter.com/trends/nature-grocers-brand-household-cleaners.md) - [Premium Private Label Cosmetics](https://www.trendhunter.com/trends/real-root-by-sprouts.md) - [Private-Label Protein Ranges](https://www.trendhunter.com/trends/kroger-simple-truth-protein.md) - [High-Protein Grocery Debuts](https://www.trendhunter.com/trends/kroger-5.md) - [Aromatic Plant-Powered Cleaning Products](https://www.trendhunter.com/trends/safely-universal-cleaner.md) - [Protein-Packed Food Ranges](https://www.trendhunter.com/trends/simple-truth-protein.md) - [Exclusive Beauty Retail Partnerships](https://www.trendhunter.com/trends/kroger-and-mcobeauty.md) - [Affordable Clean-Label Groceries](https://www.trendhunter.com/trends/know-love.md)