essence

essence is a German mass-market makeup brand owned by cosnova (Beauty) GmbH, a beauty company based in Sulzbach am Taunus, Germany [3]. Built around very low prices and rapid trend turnover, it has grown into what trade press describes as Europe's top-selling mass colour cosmetics brand by units sold [5]. The brand is active and trades internationally, available in around 80 countries.

The essence brand launched in Germany in 2002 [4], though its founding date is sometimes given as 2001. The earlier year belongs to its parent company, cosnova, which was established in 2001; the essence brand itself reached the market the following year [5]. It became the best-selling cosmetics brand in Germany by 2007 and has since expanded across Europe and into North America.

essence was created by Christina Oster-Daum and Javier González, a married couple, who founded the parent company cosnova in 2001 and brought the brand to market in 2002 [4]. The aim, as Oster-Daum describes it, was "to make cosmetics accessible to everyone – without ever compromising on quality." The early positioning was straightforward: high-quality makeup at prices low enough that anyone could buy it, paired with a fun, unserious tone. González has framed the wider ambition as building "a company that empowers people to perform at their best."

After launching in Germany in 2002, essence became the country's number-one cosmetics brand by 2007 and expanded to roughly 50 markets. It entered the United States in 2008 and reached Ulta Beauty's stores and e-commerce in 2009. Canadian distribution followed in 2012. The brand continued to build out its US retail footprint, reaching more than 300 Target locations in 2022. In 2022 it marked its 20th anniversary.

The parent company's scale has grown alongside the brand. According to trade outlet Glossy, essence recorded net sales of €816 million (about $894 million) in 2023, part of a 32% global increase that year [5]. cosnova as a whole passed $1 billion in annual sales in 2024 [7].

essence is one of several brands under cosnova (Beauty) GmbH, headquartered in Sulzbach am Taunus, near Frankfurt [3]. The company's other makeup brands include Catrice, launched in 2004, and INAO by essence, launched in 2021 [4]. cosnova operates from offices in multiple countries and positions essence as its European market leader.

The brand frames beauty as self-expression and enjoyment rather than something serious. Its summary of that idea — "essence takes beauty seriously, but never itself" — sits alongside the line "No. 1 in Europe – with fun, style and attitude" [3]. The company describes a strategy of fast trend adoption, citing more than 30 trend editions a year and a product range that is roughly half new each year.

Pricing is central to how essence is sold. Its US storefront markets the range as "affordable drugstore makeup," with many best-sellers priced at $4.99. The audience the brand and its press coverage describe is largely younger and trend-driven; the company's chief marketing officer told Glossy that shoppers increasingly want "a bargain" and that essence offers high-quality makeup "at the best prices" [5].

essence's range covers makeup across the face, eyes, lips and nails, including foundation, lipstick, mascara and eyeshadow. Its best-known product is the Lash Princess False Lash Effect Mascara, repeatedly cited as a signature, best-selling item at its $4.99 price point [5]. Other frequently listed products include the Pure Nude Highlighter, the I Love Extreme Crazy Volume Mascara, the Hydra Kiss Lip Oil and the What A Tint! Lip & Cheek Tint.

On sourcing and ethics, the brand states that 95% of its products are manufactured in Europe. Through cosnova, essence is described as "100% cruelty-free (according to EU law)" and 100% vegan, the latter since 2020 [3]. The company lists sustainability priorities of recycling, waste avoidance and responsible sourcing.

essence won TikTok's "Greatest Performance" award in 2023 [3]. Trade coverage from the same year identified it as Europe's top-selling mass colour cosmetics brand by units sold and reported a large social following, consistent with the brand's emphasis on digital and community-driven marketing.

essence is active and operates globally, sold in around 80 countries. Its parent, cosnova, reported crossing $1 billion in yearly sales in 2024 and has continued expanding the brand's physical retail presence in the United States [7].