Shoppers Drug Mart, the Canadian market leader in mass and prestige cosmetics, expands its beauty offering this month with the introduction of the Joe Fresh Beauty collection. The launch of Joe Fresh Beauty brings a comprehensive new lineup of seasonally relevant colours and innovative products for face, cheeks, eyes and lips, with new items to be added on a regular basis, including core and seasonal cosmetics. Joe Fresh Beauty is now available at 850 Shoppers Drug Mart and Pharmaprix stores across Canada with prices ranging from $8 to $18.

“With its modern range of essential beauty items, Joe Fresh Beauty is a welcome addition to the cosmetic aisles at Shoppers Drug Mart and part of our ongoing commitment to provide Canadians with the best retail beauty experience,” says Kelly Jessop, Vice President Category Management, Shoppers Drug Mart. “Our growing cosmetics selection, combined with Canada’s most popular rewards program, Shoppers Optimum, and the expertise of in-store beauty advisors, has made Shoppers Drug Mart the beauty destination of choice for Canadian women.”

Joe Fresh Beauty has arrived at Shoppers Drug Mart, debuting more than 150 new cosmetics products, all under $18, and innovative new formulas that make beauty easy and affordable. The brand’s signature 5 Minute Face makes the daily makeup routine fast and effective, with products that provide beautiful results.

The new Joe Fresh Beauty lineup at Shoppers Drug Mart features innovative products like the Daily Boost Fluid Foundation, a hydrating formula packed with antioxidants; Tinted Brow Fix for expert brow shaping and long lasting colour; Hydra Lash Nourishing Mascara, enriched with Argan Oil and featuring a silicone brush; and juicy, pigment rich Lip Crème that helps condition lips while providing saturated colour.

All new Joe Fresh Beauty products will first launch exclusively at Shoppers Drug Mart and Pharmaprix stores, and subsequently roll out to other Loblaw Company Ltd. retail locations across Canada including Loblaws, Real Canadian Superstore and Provigo (Quebec).

Since 2009, Joe Fresh has offered a modern range of essential beauty items in the mass cosmetics category. Joe Fresh is known for empowering everyday personal style by uniting spirited beauty with exceptional value. From essential basics to the latest trends, Joe Fresh Beauty is accessible, practical and fun. For more information about Joe Fresh Beauty, visit

Source: Shoppers Drug Mart Corporation