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PRETTY PROSPECTS: Grocery chain Kroger Co. has expanded its first store-brand beauty line and has more growth plans for a category it sees good growth potential for.

MIRRA, MIRRA: Kroger's beauty line touts natural ingredients while usually priced below and in bigger sizes than name brands such as Olay, L'Oreal and Aveeno.

MORE NON-GROCERY ITEMS: Most other grocery sellers, from retail giant Wal-Mart Stores Inc. to natural foods grocer Whole Foods Market Inc., are expanding store-brand lineups as recession-squeezed households try them more often to save money.

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