Rexall Debuts New Beauty Department Look

Photography: Elaine Fancy

Rexall’s Inspired Beauty concept, at its Bathurst and Eglinton store in Toronto

Rexall is evolving the way it sells beauty. Last week, the Canadian drugstore chain unveiled its first revamped cosmetics department at its Bathurst and Eglinton location (901 Eglinton Avenue West) in Toronto. With refreshed decor, an open layout and new brands, the “Inspired Beauty” concept signals Rexall’s enhanced efforts to stake its claim in the increasingly competitive beauty retail landscape. 

Specifically, Rexall wants to put the focus on accessibility, offering an extensive roster of affordable and dependable brands. It will roll out the new concept at 10 of its nearly 500 locations across the country. 

The store makeover features black and white decor, a change from the traditional lavender, to better showcase products. There’s also more space for shoppers to browse and try before they buy.

At this updated location, consumers can find new-to-Rexall brands including e.l.f and Milani. The store also carries Kit (its in-house label), NYX, and harder-to-find lines like theBalm, Emani, Cargo, Pupa, Real Techniques, Iman and H2O Plus, which closed its Canadian stand-alone stores earlier this year.