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Colombian retail chain Olímpica is expanding its private-label portfolio into dermocosmetics with the launch of Suppra, a new line designed to capture growing consumer demand for specialized skin health products, according to company statements. The move places the Barranquilla-based retailer directly into a fast-growing beauty segment as local brands challenge multinational giants across domestic markets.
Suppra Enters the Expanding Colombian Skin Care Market
Suppra includes sunscreens, cleansers, moisturizers, and specialized skin care references. According to Olímpica President José Manuel Carbonell, dermocosmetics represents the newest category in the company’s private-label strategy. Over the past three years, the supermarket chain has introduced 320 references across food, home, cleaning, and personal care segments, which now account for roughly 19 % of total sales.
While consolidated public figures for the domestic dermocosmetics market remain unavailable, the broader Colombian cosmetics, personal care, and household cleaning industry closed 2025 with $6.861 millones in sales, marking a 5,4 % increase compared to the previous year, according to data from the Andi Cosmetic and Toiletry Industry Chamber. The sector accounted for approximately 1,61 % of the country’s gross domestic product and generated more than 61.300 jobs.
Retail Competition and Private-Label Growth
Olímpica faces intense competition across the Colombian retail landscape, contending with major supermarket chains, hard-discount formats such as D1, Ara, and Ísimo, neighborhood corner stores, digital platforms, and street vendors. These discount formats have specialized in non-perishable pantry goods, carving out a distinct competitive advantage in ambient grocery sales.
Carbonell notes that after 73 years of continuous operations, Olímpica maintains its market share through discount strategies, private labels, and operational efficiency. Although national inflation reached 6,14 % in June 2026 driven largely by food prices, the company reports that its proprietary basket pricing remains significantly lower than the national average.
Appliance Market Dominance and Investment Plans
The retailer is also capitalizing on currency shifts. According to Carbonell, the decline in the exchange rate for the US dollar in Colombia has helped contain living costs and reduced the import price of home appliances. Through its Olimpo brand, Olímpica sells televisions and air conditioners. In the air conditioning segment, the company captured a market-leading 31,13 % share between January and May 2026, outpacing international brands such as Mabe and LG.
To sustain this momentum, Olímpica plans $42 millones in capital investments for the year. The capital will fund the opening of 12 new stores and the renovation or expansion of 25 existing establishments. The company currently operates 402 stores across 21 departments and 117 municipalities, employing 15.600 workers, with the 12 new units expected to add approximately 500 jobs.
In 2025, Olímpica reported 6,9 billones pesos in revenue, ranking as the 25th largest company in Colombia by sales. Net income reached 80.590 millones pesos, representing a 26,6 % increase. Company leadership projects steady business dynamism moving forward, supported by improving sentiment across the broader corporate sector.
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