Beauty Packaging Staff01.19.21
Essence Cosmetics is launching at Target stores. The fast-growing brand, based in Germany and owned by Cosnova Beauty, aims to expand its footprint in the U.S., due to strong consumer demand, the company says.
Jeffery Wagstaff, CEO of Cosnova, says, "As a beauty company focused on developing fun products that deliver quality at an affordable price, we are thrilled to have our range offered within Target's impressive beauty category."
Thirty-five of the brand's best-selling SKUs ranging from $1.99 to $9.99 will be available on Target's website, including the brand's top-rated Lash Princess False Lash Effect Mascara, shown above. Also shown above is its MySkin Perfector Tinted Primer.
Essence's range of eye, lip, and complexion products also includes Pure Nude Highlighter, Make Me Brow Eyebrow Gel Mascara, and Soft & Precise Lip Pencil.
More About Essence Cosmetics
Founded in 2001, Essence became the top-selling brand in Germany in 2007, and was first available in the U.S. in 2008. It makes "affordable, cruelty-free, high-quality, and fun cosmetic products accessible to all," according to a statement."Despite the impact of Covid on the color cosmetics industry as a whole, Essence has seen positive growth in 2020. Growing consumer demand for affordable, quality products has helped fuel this growth," the team at Essence states.
