Skip to main content


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 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 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
Beauty Line products
Beauty Line digital tools

Birthday Discount

In order to provide additional benefits to our customers’ purchases through the Benefits card, an EXTRA 15% DISCOUNT is offered as a reward for their birthdays.

• Customers who have their date of birth registered on their card will be rewarded with an additional 15% discount on the total balance of their purchases.
• The offer will be valid from the customer’s birthday and will last for 31 days.
• Customers can take advantage of the offer only once per year at any Beauty Line, Holland & Barrett, Yves Rocher, Butterfly Beauty Store, and Selekt Beauty store.

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.

In case of lost of myBENEFITS 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.

Discover more


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.

Discover more


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.

Find our stores

Latest News