Essence makeup, a popular cosmetics brand known for its affordable, fun, and cruelty-free products, first emerged in 2001 and quickly gained popularity. By 2007, it became the top-selling brand in Germany and made its debut in the United States in 2008. The brand’s mission is to make high-quality, cruelty-free, and enjoyable cosmetic products accessible to everyone.
In February 2022, essence makeup expanded its reach by launching into more than 300 Target stores across the United States. This decision followed the brand’s successful online launch on Target.com in 2021, which inspired the in-store expansion. Now, Target shoppers can easily access essence’s beloved product range, including best-sellers like Lash Princess False Lash Effect Mascara, Pure Nude Highlighter, and new launches such as Extreme Shine Volume Lipgloss and Mini Eyeshadow Palettes.
“We’re constantly looking for ways to provide our customers with joy through our products. As we continue to identify ways to appeal to Gen Z and Millennial audiences, we couldn’t be more excited to offer our range within Target stores and make essence cosmetics more accessible to Target shoppers,” said Jeffery Wagstaff, CEO of Cosnova Inc.
Essence cosmetics has experienced significant growth over the past few years, with its retail footprint expanding to include retail giants like ULTA, CVS, Amazon, and most recently, Target. While e-commerce remains a priority, the brand has also seen incredible in-store success with its current retail partners as shoppers eagerly return to in-store shopping.
Jeffery Wagstaff, CEO of Cosnova Inc., the parent company of essence cosmetics, expressed excitement about making essence products more accessible to Target shoppers, particularly Gen Z and Millennial audiences. Essence cosmetics aims to provide user-friendly and affordable makeup options that bring joy to the often serious world of beauty. The brand’s products are manufactured in Europe, adhering to strict standards set by the European Union Cosmetics Directive and the United States FDA. Essence cosmetics are 100% cruelty-free and, whenever possible, vegan, paraben-free, gluten-free, and alcohol-free.
Cosnova Inc., founded in 2001, leads the cosmetics industry with knowledge, loyalty to consumers, and a forward-thinking attitude. Its successful brands, essence and CATRICE, offer high-quality decorative cosmetics at an excellent price-performance ratio. With 90% of all Cosnova products manufactured in Europe without animal testing, the company is committed to innovation, creativity, movement, speed, and quality while taking responsibility for health, society, and the environment.