essence Makeup Accelerates U.S. Growth with Walmart Expansion

NEW YORK, Sept. 23, 2025 /PRNewswire/ -- essence Makeup, the global brand beloved for its affordable, fun, and cruelty-free cosmetics, today announced a major retail expansion with Walmart. Beginning this month, essence products are available on Walmart.com, with an in-store rollout to hundreds of Walmart locations nationwide planned for early 2026.

With a remarkable compound annual growth rate (CAGR) of over 20% for the past six years, essence has cemented its position as one of the fastest-growing beauty brands in the U.S. Building on this momentum, the Walmart partnership expands access to essence's high-performing beauty essentials for even more consumers nationwide.

"As beauty prices continue to rise across the industry, essence stands firm in delivering high-quality, trend-forward products at a price point everyone can enjoy," said Jeffery Wagstaff, CEO of cosnova USA., essence's parent company. "Our Walmart partnership allows us to reach millions of new consumers, empowering them to discover that exceptional beauty doesn't have to come with a high price tag."

For Walmart, the collaboration builds on its rapidly expanding beauty offering, providing customers with even more accessible, on-trend essentials. Now Walmart shoppers can explore essence's viral bestsellers, including the TikTok-famous Lash Princess False Lash Effect Mascara, Call Me Queen Mascara, and Juicy Bomb Shiny Lip Gloss, alongside other cult-favorite eye, face, and lip products, all priced under $10.

"Our beauty shoppers love discovering products that deliver on quality, innovation, and value - and essence Makeup delivers all three," said Vinima Shekhar, VP of Beauty at Walmart. "By bringing essence online now and into stores next year, we're making it easier than ever for beauty lovers everywhere to shop the fun, affordable products they know and trust."

About essence Makeup:
essence Makeup provides user-friendly and affordable makeup options that bring joy to the often serious world of beauty. Beauty doesn't have to cost a lot, and essence proves every day that excellent quality and innovation is not a question of price. essence's range of color cosmetics are majority manufactured in Europe with ingredients that comply with the strict standards of the European Union Cosmetics Directive and United States FDA. Products are 100% cruelty-free as well as vegan, paraben-free, gluten-free and alcohol-free as often as possible. For further information on essence makeup, visit essencemakeup.com.

About cosnova:
Since 2001, cosnova USA Inc. has led the cosmetics industry with knowledge, loyalty to consumers and a forward-thinking attitude. cosnova's successful brands essence & CATRICE offer high-quality decorative cosmetics to customers around the world at a superb price performance ratio. 90% of all cosnova products are manufactured in Europe with no animal testing. Rooted in innovation, creativity, movement, speed and quality, cosnova analyzes products both internally and externally to ensure customers around the globe can rely on the high cosnova standards. Defining the trends of tomorrow, cosnova takes responsibility for health, society, and the environment, while offering products and brand experience to make consumers feel more beautiful - anytime.

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SOURCE essence Makeup