We know, it’s a year for jubilee milestones, but aside from the royal events, we’re celebrating an exciting milestone of our own. Innovative makeup brand essence is celebrating 20 years of success in 2022. From the dining room at home to worldwide success – the cosmetics company cosnova and its beauty brand essence have been rocking the German and international beauty market for two decades.
‘Now it’s real’ what went through my mind when I saw the essence products on a drugstore shelf for the very first time.’ An overwhelming moment in February 2002, which cosnova founder Christina Oster-Daum always likes to look back on.
‘I can still remember exactly when I went into the shop and saw the shelf display for the first time. Of course, I was familiar with all of the individual components and products, but to actually see them standing there and the consumers looking at them and picking them up was a very special moment,’Christina Oster-Daum
What started as an idea that she came up with together with co-founder and husband Javier González in the dining room at home in Frankfurt quickly became an international success story. For many years now, essence has been the volume market leader in the decorative cosmetics sector – not only in Germany, but also in Europe – and is available in over 80 countries around the world as well as online. Now the beauty brand is heading into its jubilee year – as always with lots of fun, colour and a few surprises!
Curiosity, trend-oriented work and always keeping the consumer in mind – this has been the secret of the brand’s success for the past 20 years. Developing new make-up and skincare products as well as trend editions with the hottest colours and textures has always been an integral part of the product range. At the same time, essence is constantly working on expanding its own portfolio with innovative products and offering consumers a trend-oriented product experience.
In February 2002, essence started with just 49 products in stationary retail stores – nowadays, an essence counter contains more than 500 products! The brand’s bestsellers have become an integral part of every beauty bag; the essence Lash Princess Mascara is sold around the world every 4 seconds.
In addition to high-quality and innovative products, essence also stands for values such as respect and tolerance: everyone should be proud of who they are and how they express their individuality.
‘essence stands for more than bright and colourful make-up products. Above all, we want to stand up for the issues and values that play an important role in the lives of our Gen Z target group. We want to help them feel comfortable in their own skin, to embrace themselves and to be proud of their individuality.’essence director Kristin Jaskolka
Wishing essence a very happy 20th birthday!