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In 1997, we launched our first loyalty scheme, “Beauty Line card”, with the objective to create long-term customer relationships.

To maximize the benefits of our customers, in 2015 we evolved the Beauty Line Loyalty Program with a modern and innovative design, creating the myBENEFITS Loyalty Program.

Beauty Line products
Beauty Line digital tools

Earn more benefits!

myBENEFITS Loyalty Program, for over 25 years, offers exclusive privileges to more than 210,000 customers and rewards them for every purchase they make in the Group’s retail store network: Beauty Line, Holland & Barrett, Yves Rocher & Butterfly Beauty Store.

Enjoy your shopping experience at the physical stores of C.A.PAPAELLINAS Group and accumulate exclusive privileges.

How does myBENEFITS loyalty program work

During your purchase, present the digital myBENEFITS card at the checkout and automatically accumulate the points corresponding to your current purchase.

myBENEFITS Card points can be redeemed for products from all the retail chains of C.A.PAPAELLINAS Group: Beauty Line, Yves Rocher, Holland & Barrett, and Butterfly Beauty Store.

myBENEFITS Cardholders have the flexibility to purchase various products by redeeming all of their points or with a combination of cash and points.

The total number of points you have in your card account will be printed on your receipt, every time you make a purchase.

In case of lost of myBENEFITS card

Redemption Policy

Point redemption is considered as an offer and thus cannot be combined with any other offer. Points cannot be redeemed on Benefits Gift Card.

Loyalty points have four-year duration period from the date of collection.

Case of Loss

In case you lose your card, all you have to do is report the loss to your nearest Beauty Line, Holland & Barrett, Yves Rocher, Butterfly Beauty Store physical store. We will, ensure that your digital myBENEFITS card will carry all the points you already have accumulated on your lost card.

How to accumulate Points

Based on the purchases you made in the Group’s stores, you accumulate points. Every €1 of purchases adds 1 point to the account of the myBenefits Card holder. The following table shows the value of the product according to the points added to your account.

All registered members of myBenefits loyalty program are benefited with a birthday gift of 15% discount for purchases in the Group’s stores.

Accumulate points table

BEAUTYLINE.COM.CY acts as an important extension of Beauty Line’s image and personality. The consumer can discover a wide range of cosmetics, make their purchases at any time of the day, as well as take advantage of exclusive privileges and offers.

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Holland and Barrett Cyprus eshop is available at, ensuring for the consumer a digital way to complete the purchases of their favorite Wellness products.

All customers of the eshop can take advantage of exclusive offers, fast delivery, and free shipping with purchases over €15, direct communication with experts through the live chat and access to their account in the myBenefits reward scheme.

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Via a strong network of stores which represent the Beauty Line, Holland and Barrett, Yves Rocher and Butterfly Beauty Store chains, we aim to provide the best possible customer service, across Cyprus.

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