Essence Cosmetics Lands at Loblaws

New to Loblaws: Essence How to Make Your Face Glow Make-up Box, $10, and Pure Nude Make-up, $6

New to Loblaws: Essence How to Make Your Face Glow Make-up Box, $10, and Pure Nude Make-up, $6

 

Essence Cosmetics will launch at nearly 100 Loblaws locations across Canada this month. Since 2012, the Germany-based beauty brand has been available to Canadians exclusively at Shoppers Drug Mart and Pharmaprix. It’s known for a vast range of budget-friendly makeup, such as lipsticks, mascaras and gel nail polishes, with an average price under $4.

This move will see Essence double its display space—from two feet at Shoppers to four feet at Loblaws. The supermarket retailer will also get dibs on several new-to-Canada exclusives, including three how-to kits and Pure Nude semi-matte foundations and concealers.

Since the Loblaw Companies Ltd. acquisition of Shoppers Drug Mart Corp. in March 2014, we’ve seen increasing crossover between the offerings at both retailers. Shoppers now stocks fresh produce next to its personal care aisles and, in January, added Loblaws staple Joe Fresh Beauty to its shelves. As for Loblaws, news of any additional beauty launches remains to be announced.

Distributed in more than 80 countries worldwide, Essence is a part of privately held, fast-growing Cosnova Beauty, which reported a double-digit increase in sales for the fiscal year 2015, reaching a net turnover of 316.6 million euros.

For the year ahead, Cosnova has expressed “high expectations” for the North American market. Beyond the Loblaws roll-out, it has just increased its U.S. distribution, launching Essence in more than 550 Target stores in January 2016.