#United States #New York #Walmart #essence Makeup #Beauty Products

essence Makeup Expands U.S. Distribution Through Walmart

In a significant move for the beauty industry, essence Makeup, the globally recognized brand celebrated for its fun, affordable, and cruelty-free cosmetics, has officially announced its expansion into Walmart stores across the United States. This partnership marks a pivotal moment for essence Makeup, as it aims to bring high-quality beauty products to a wider audience.

Starting this month, customers can view and purchase a selection of essence products online at Walmart.com. Furthermore, the brand plans to launch an in-store presence in hundreds of Walmart locations nationwide by early 2026.

Expanding Access to Affordable Beauty

With a remarkable annual growth rate exceeding 20% over the past six years, essence Makeup has established itself as one of the fastest-growing beauty brands in the United States. The collaboration with Walmart aims to harness this momentum, making top-performing beauty essentials more accessible to consumers. Jeffery Wagstaff, CEO of cosnova USA, the parent company of essence Makeup, expressed his excitement:

“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. 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.”

Walmart is equally enthusiastic about this collaboration. The retail giant is committed to expanding its beauty offerings and believes that introducing essence Makeup aligns perfectly with its initiative to provide accessible beauty solutions. According to Vinima Shekhar, VP of Beauty at Walmart:

“Our beauty shoppers love discovering products that deliver on quality, innovation, and value – and essence Makeup delivers all three. 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.”

Fan-Favorite Products

Among the products set to be available at Walmart, several have already gained viral fame on platforms like TikTok. These include:

• - Lash Princess False Lash Effect Mascara
• - Call Me Queen Mascara
• - Juicy Bomb Shiny Lip Gloss

All these items are priced under $10, ensuring they remain affordable for consumers without sacrificing quality.

Commitment to Quality and Ethics

What sets essence Makeup apart is its commitment to quality and ethical standards. The brand emphasizes that its products are user-friendly and provide an enjoyable experience within the often serious realm of beauty. The vast majority of essence's color cosmetics are manufactured in Europe, adhering to strict EU Cosmetics Directive standards as well as U.S. FDA regulations. Moreover, essence Makeup is proud to be 100% cruelty-free, with many products also being vegan, paraben-free, gluten-free, and alcohol-free wherever possible.

The partnership with Walmart offers a substantial opportunity for essence Makeup to reinforce its message that beauty doesn't have to come with an exorbitant price tag while reaching more consumers than ever.

With its innovative campaign and attractive pricing, essence Makeup demonstrates that it’s not just a beauty brand, but a movement aimed at empowering individuals through accessible, high-quality products. As they continue to grow and break into mainstream retailers, beauty enthusiasts can look forward to exploring essence Makeup’s exciting line-up in their local Walmart stores in the near future.

For more information about essence Makeup and its full product range, visit essencemakeup.com.