essence Makeup to Launch in Over 500 Walmart Stores This January, Expanding Affordable Beauty Access

essence Makeup Expands to Walmart

This January, essence Makeup, the globally recognized brand celebrated for its cruelty-free and affordable cosmetics, is set to make a significant leap in its U.S. expansion by launching in over 500 Walmart stores nationwide. This move follows a successful introduction of the brand on Walmart.com in 2025, where it quickly captured the attention of online shoppers. Known for its innovative and vibrant product lines, essence aims to bring fun and trend-forward beauty solutions to a broader audience through this in-store rollout.

A Milestone for Affordable Beauty

The decision to expand to brick-and-mortar locations is a substantial milestone for essence as it continues to gather momentum since its online success. Initial offerings on Walmart.com included 23 different SKUs, with the brand’s top-selling product, the Lash Princess False Lash Effect Mascara, leading the charge. Given the robust early performance of these products, it’s evident that consumers are eager for affordable beauty solutions that deliver on both quality and performance.

CEO Jeffery Wagstaff expressed enthusiasm over the expansion, emphasizing the brand's mission of democratizing beauty. "Our goal has always been to provide high-performing and trend-focused products at prices that everyone can afford," he stated. The Walmart availability will allow millions of additional shoppers to interact with essence products directly, ensuring they can enjoy quality cosmetics without compromising on ethics or fun.

Exciting New Products to Celebrate the Launch

To kick off the in-store launch, essence will unveil an exclusive product: the Line N’ Stain! Tattoo Lip Liner, available in three stylish shades for under $5. This addition marks a significant highlight in the store's beauty aisle, showcasing essence’s commitment to delivering playful yet effective cosmetics. Consumers can also expect to find some of essence's cult-favorites, such as the Juicy Bomb Shiny Lipgloss, Hydra Kiss Lip Oil, Brighten Up! Banana Powder, and the iconic Lash Princess Mascara.

Shannon Allen, Senior Director of Merchandising Beauty at Walmart, noted how essence continues to meet the needs of today’s beauty consumers by providing trend-led offerings that maintain superior performance at an incredible value. By placing essence in over 500 stores, Walmart is making it easier for shoppers to discover these beauty essentials while sticking to their budgets.

Addressing Rising Consumer Demand

This launch is not only a crucial step for essence but also reflects the growing consumer demand for high-quality yet affordable cosmetics. With essence now reaching millions of Walmart shoppers both online and in-store, the brand is positioned to strengthen its foothold in the competitive beauty market. The expansion is part of cosnova's larger strategy to enhance its presence across the U.S., emphasizing affordability and accessibility without sacrificing quality.

About essence Makeup

essence Makeup is known for its user-friendly, affordable cosmetic options that aim to bring joy to the serious realm of beauty. The brand’s slogan encapsulates its philosophy: beauty doesn’t need to be expensive. With all products manufactured primarily in Europe according to the stringent standards set by both the European Union Cosmetics Directive and the United States FDA, essence ensures that its offerings are not only economical but also ethical. Each product is cruelty-free, with many being vegan, paraben-free, gluten-free, and alcohol-free wherever possible.

For further information about essence Makeup and its product offerings, visit essencemakeup.com.

About cosnova Beauty

Since its inception in 2001, cosnova Beauty has been a trailblazer in the cosmetics industry, focusing on consumer loyalty and innovation. The company's flagship brands, essence and CATRICE, are committed to providing high-quality decorative cosmetics globally at an outstanding price-performance ratio. With a core philosophy rooted in sustainability, innovation, and creativity, cosnova continuously evolves to meet consumer needs while prioritizing health, society, and environmental impact.