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Today – the story behind the beauty brand from Rewe and Penny

Anyone who shops at Rewe or Penny is certainly familiar with the care products from Today. Not much is known about the beauty brand of the two supermarkets. Reason enough for Tikbow to take a closer look.

The bestsellers from Today

Shampoos, face creams, bubble baths – Today’s product range is extensive. The range comprises almost 200 products (as of 2021). Cosmetics, absorbent cotton products and liquid soaps are currently the products most in demand,” Christian explains to Tikbow. As divisional manager, he is responsible for the drugstore range at Rewe.

The beginnings of the brand today

The English word "Today" means "today." Üffing has explained to Tikbow why they chose exactly this term for the low-priced private label: "The name ‚Today‘ was initially part of the slogan ‚Today. Cosmetics for the people of today‘. A year later, in 1987, ‚Today‘ was introduced as an independent brand."

So Today has been around for over 30 years. In the beginning, it was mainly about shampoos, shower gels and soaps. Later, other areas such as oral care and sun protection were added.

High targets and big profits

Sustainability is also an important criterion for inexpensive beauty brands. Today promises: "Already today we do without solid microplastic components and continuously reduce or improve the packaging."

Rewe achieved a new sales record in 2020. Sales rose by 20.4 percent year-on-year to 75.3 billion euros. Penny also grew, by 5.4 percent to eight billion euros. However, it is not clear how much of this was accounted for by the Today brand.1 


1 Handelsblatt. Rewe achieves record sales in Corona year 2020. (veröffentlicht 19.04.2021)