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cosnova Beauty's Commitment to Price Stability Amid Global Tariff Pressures

In an era marked by inflation and increased operational costs, cosnova Beauty is taking a notable stance in the beauty industry. The company has reaffirmed its commitment to maintaining price stability for its products, which include popular lines such as essence makeup and Catrice Cosmetics. As consumers face rising costs in everyday products, from groceries to household essentials, cosnova insists that beauty should remain accessible, not a luxury.

"Our dedication to affordable pricing isn’t merely a temporary strategy; it’s ingrained in our identity as a brand," stated Jefferey Wagstaff, CEO of cosnova USA. He emphasized that consumers are making challenging budgetary decisions, and beauty should not be one of those sacrifices. By prioritizing price stability, cosnova aims to honor its responsibility to its customers while bolstering its long-term business framework.

Despite the broader industry experiencing price hikes due to escalated manufacturing costs and supply chain issues, cosnova has chosen to absorb these pressures internally. This decision stems from the company's robust global framework, long-standing supplier relationships, and operational efficiencies in sourcing, production, and distribution. As a result, they can innovate and maintain quality—all without raising prices for consumers.

The company's commitment aligns with its recent success, having surpassed $1 billion in global revenue early in 2025. This achievement not only strengthens cosnova's status as a major player in trend-driven cosmetic sales but also reinforces the idea that high-quality beauty should be within everyone's reach, without the premium price tag.

This consumer-centric philosophy resonates strongly, especially with the recent successful launch of essence products at Walmart. Following this launch in September 2025, the essence Lash Princess False Lash Effect Mascara quickly rose to become a best-seller, indicating a strong consumer interest that carries through beyond just this standout product. The expansion into 513 Walmart stores demonstrates a proactive approach to meeting consumer demand while ensuring that beauty products remain affordable.

Looking towards the future, cosnova Beauty plans to continue investing in sustainable practices and optimizing its supply chain. These initiatives further enhance the company's ability to offer valuable, high-quality products without compromising on affordability.

Wagstaff highlighted the significance of consistency in a market characterized by fluctuating prices and eroding consumer trust. He reaffirmed that the community can count on cosnova to uphold its principles of accessibility and quality, no matter the economic landscape.

About cosnova Beauty

Founded in Germany and operational for over 20 years, cosnova Beauty specializes in the color cosmetics brands essence and Catrice. The company now operates in approximately 90 countries, employing around 900 people who contribute to its ongoing success. With its rapid growth and commitment to affordable beauty, cosnova continues to challenge industry norms and strive for a future where beauty is accessible to all.